29 Sep '14, 6am

Personalization: Tailoring the luxury experience without the pitfalls: Luxury brands can now capitalize on the...

Duncan Stokes is global CEO at RedWorks By Duncan Stokes The concept of luxury is ambiguous. It can mean a number of things to different people, but what is clear is that it is a concept that implies exclusivity. It is about making the customer feel connected to the brand and integrating them with the entire experience, not just a product or service. Personalization can be an extremely effective tool to further enrich this experience and with improvements in customer data and digital reach, the opportunities for a luxury marketer to personalize their marketing are vast. Luxury brands can now capitalize on these greater data insights and tailor a customized experience for consumers – a powerful strategy if used correctly. But get it wrong and the results could be devastating. So how can high-end marketers avoid the risks and successfully use personalization to channel the e...

Full article: http://www.luxurydaily.com/personalization-tailoring-the-...

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