LUXURY CONSUMER JOURNEY DEEP DIVE

FOR A BRITISH LUXURY BRAND

A digital-led increase in sales and customer engagement

Objective:

Our client sought to have an in-depth understanding of key touch points that influence the Chinese luxury consumers at different stages of the purchase journey – inspiration, research, purchase, and post-purchase.

Approach:

We developed a technology-led approach using a 7-day WeChat diary to log in daily social media behaviour and luxury inspiration touch points, and ethnographies (shop-along and in home-visit) with the aid of technology solutions such as eye tracking devices and spy cams.

Impact:

Development of an ecosystem around the digital program led to increased customer engagement and sales boost.

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