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.
