D E L O I T T E D I G I TA L
M U S I N G , J U N E 2 0 1 5
LUXURY RETAIL IN THE
DIGITAL AGE: TRENDS
AND IMPLICATIONS

What’s happening in the world of luxury?

YOUR CUSTOMER IS MORE LIKELY TO BE A
TRAVELLER FROM THE ‘8th’ CONTINENT
(PLACE OF BIRTH: CHINA)
1

1 to 1.8 BILLION
The number of tourists by 2020
(and shopping will be a major destination
driver, World Tourism Organisation)

CUSTOMERS WANT TO BUY IT NOW:
ONLINE AND MOBILE ARE BIG BUSINESS
2

$10 to $23 BILLION
Online sales of luxury goods
(McKinsey)

ELLE, UK
One platform, an environment where digital and print teams sit
side by side and everyone operates on the one platform hub

EVERYONE HAS A SUPERCOMPUTER IN
THEIR HAND
3

GUCCI, GLOBAL
Real-time inventory management, to assist clients in the moment;
a paperless manual for Timepieces and Jewelry

TARGET, USA
Creating the complete ‘showrooming’ experience. Mobile app features
include barcode scanning via mobile, online order with in-store pick up and
alerts to location specific promotions (not luxury but worth noticing)

HYPERPERSONAL EXPERIENCES AND
PURCHASING DECISIONS DRIVEN BY
EMOTION (NOT STATUS)
4

TRUNK CLUB, USA
Digital personal stylist in a box. One survey, virtual review
and delivery to your private dressing room (aka bedroom)

NORDSTROM, USA
Have partnered with a telco to enable personal shoppers
to message new items clients, without having to divulge
their personal number and for no cost

GALERIES LAFAYETTE, FRANCE
In-store trip planner, to ease visits and focus
on enjoyment and the experience

HIGH TECH WILL COMPLIMENT, NOT REPLACE
HIGH TOUCH
5

BLOOMINGDALES, USA
Concept store in Palo Alto has smart dressing rooms,
mobile checkout, customer-facing tablets

ADDIDAS, GERMANY
Interactive product walls deployed to engage customers
and change the discovery and sales process

What should I think about?

BU SINE SS IM PLICATIONS
Focus on hyper personal and making
memories; experience is what sets the
winning luxury retailers apart
-
Strong and consistent growth in online and
ecommerce means risk to enter is lowering.
No action = no slice of the pie
-
Champion collaboration and design-led
problem solving. No man (or business unit)
is an island
-
Use data, channels and people to create
seamless, never-ending customer journeys
-

IMPLICATIONS FOR YOUR PEOPLE
Re-think training content and delivery. Focus
on passion-based training, delivered to their
mobile device and in bite size moments
-
Will want real-time, mobile tools to give them
superpowers in the eyes of customers (e.g.
inventory, discovery)
-
Staff will feel the pressure to create deeply
personal experiences; stress is higher but the
opportunity for rewarding careers is greater
-
Need simple processes and fuss-free self-
service abilities. Employees who love their self
service is the benchmark
-

IMPLICATIONS FOR STORES
Consistency and quality of service should
remain a priority – across both the physical
and digital worlds
-
Thoughtfully deploy technology to help
customers discover, pair and purchase
alone, with friends or with you
-
A place to showcase creation and tell the
story of the craft
-

IMPLICATIONS FOR H R
Get out of the way. Automate and enable
self-directed transaction activities designed
to be user friendly and finished in three
clicks
-
To decide where to invest training,
development and corporate
communications dollars ask who are your
best ambassadors and how can we enable
them? (note: they may not be on your
payroll)
-
The role of HR is more important then ever.
Your role is to create experiences and
opportunities that employees remember for
life.
-

Oh, and before you build an app for that,
a final note…

… THIS IS NOT MOBILE

THE SIMPLICITY OF MOBILE
EXPERIENCES TAKES CAREFUL
EXECUTION
UX DESIGN
DATA
DEVICES
DEVELOPMENT
DISTRIBUTION

Want to learn more?
Deloitte Digital Southeast Asia
@DeloitteDigi_SG
Alex Hutchison +65 8869 6657
Lynn Thompson +65 8869 1206
(or LinkedIn)

Deloitte Digital
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