The trend towards personalization has always been an integral part of the digital marketing universe in the luxury sector: the relationship built with the brand has a profound emotional dimension , based on mutual knowledge and trust. Both in its most public aspect (luxury is direct evidence of social stratification) and in its most private and personal aspect (which concerns intimate motivations such as, for example, the satisfaction of a desire for beauty or emulation) luxury therefore implies – beyond easy and often moralizing clichés – a strong human and relational dimension .
The affirmation of digital technologies has certainly brought about a radical australia phone data change in the customer journey, which was once substantially linear: today consumers inevitably come into contact with one or more digital touchpoints during their customer journey and expect that through all these different points of contact the relationship with the brand remains continuous and coherent. In the case of luxury, the change has been continuously renegotiated from the very beginning, in order to respect and enhance the main characteristics of this relationship (warmth, listening, closeness).
luxury customers have enthusiastically embraced the digital lifestyle (and it's not just millennials) so much so that almost 80% of sales are now digitally influenced. Digital luxury is increasingly a fully C2C economy with the consumer firmly at the center of the purchasing journey. From this position of absolute pre-eminence, it is gaining new authority and new decision-making capacity, creatively exploiting the possibilities of ever-increasing participation offered by social media. The luxury consumer thus actively contributes to redefining the content conveyed by the brand.