Is he more or less attentive to multichannel relationship methods?
Posted: Sat Jan 18, 2025 7:03 am
We chatted with him about new consumer habits, digital branding, innovation and sustainability, and what qualities to look for in young talents. How is the luxury consumer changing? The figure of the consumer has expanded its boundaries, extending to many more profiles and determining a further segmentation of this category of customers. In the highest position we can identify those who are more oriented towards the experience lived during the purchase phase rather than the actual purchase; then we have the "entry level" consumer looking for a deal for personal satisfaction, usually more attentive to the use of digital tools because he chases the right opportunity online.
Finally there is the high spending customer, and advertising data this is the profile we are referring to, who uses omnichannel in a consolidated way . Compared to the past there is greater complexity. The top spending customer must be pampered and assisted. The real challenge is to personalize the relationship : the "email blast" model is no longer practicable, you need to create an ad hoc, contextualized message and here lies the difficulty.
Can you do branding without digital support? Theoretically yes, but it is extremely difficult, the old word of mouth is very inefficient today. At Roberto Cavalli we do branding by focusing on the concept of digital pervasiveness , because not having large economies of scale we must make ourselves visible through channels that are easily accessible to the general public. We therefore pay maximum attention to engagement , exploiting the audience built on social media and a wide range of quality content to fuel the drive-to-store.
Finally there is the high spending customer, and advertising data this is the profile we are referring to, who uses omnichannel in a consolidated way . Compared to the past there is greater complexity. The top spending customer must be pampered and assisted. The real challenge is to personalize the relationship : the "email blast" model is no longer practicable, you need to create an ad hoc, contextualized message and here lies the difficulty.
Can you do branding without digital support? Theoretically yes, but it is extremely difficult, the old word of mouth is very inefficient today. At Roberto Cavalli we do branding by focusing on the concept of digital pervasiveness , because not having large economies of scale we must make ourselves visible through channels that are easily accessible to the general public. We therefore pay maximum attention to engagement , exploiting the audience built on social media and a wide range of quality content to fuel the drive-to-store.