Leonard
Emira Aficionado
Interestingly (or not) I bought a luxury watch online this week.
I then went into a watch store on a whim the day after and the experience was noticeably night and day. The additional feel good factor of going into store was tangible. Without the 'experience' human interaction from fellow enthusiasts and perceived alignment of values to the brand, the buying of luxury goods will just become the same as going out to buy a loaf of bread....
No customer experience. No luxury brand.
I then went into a watch store on a whim the day after and the experience was noticeably night and day. The additional feel good factor of going into store was tangible. Without the 'experience' human interaction from fellow enthusiasts and perceived alignment of values to the brand, the buying of luxury goods will just become the same as going out to buy a loaf of bread....
No customer experience. No luxury brand.