Luxury Retail: Three Elements to Closing the Physical and Digital Experience Gap

Black Friday is right around the corner and you know what that means. Shopping, shopping, and more shopping! But not just any kind of shopping. This once a year occasion means customers are looking for the perfect gift for someone special—and the best deals they can find for the best and most luxurious products on the market.

The thing is, any customer making a luxury purchase will have high expectations for not only the product, but the experience—whether it’s online or in store.Bridging that physical and digital gap is about as easy as finding a parking spot at the mall on Black Friday, and the need for an accessible online experience is only growing as customers prioritize ease and convenience. 

Here are three elements for luxury retail brands’ to consider when closing the gap and delivering that premium level customer journey!

Element #1: Let Customers Speak—and Listen When They Do

Just as you ask for feedback in store, provide those same opportunities for customers when they shop online. Physical and online shopping experiences are significantly different, so you need to collect and analyze feedback from both channels. 

Knowing what’s working and what’s not in each type of experience can teach you how to create a smoother and more connected experience for customers. And it’s most important to communicate back to your customers that you’re listening, you’ve acted, and change is quickly coming.

Element #2: Don’t Choose Online Retail Over Physical, You Need Both

Digital experiences aren’t meant to entirely replace physical ones. They’re meant to allow customers other options that might better suit their needs. Factors like flexibility and convenience influence how customers shop, but it doesn’t mean one experience is objectively better than the other. The best experience isn’t digital or physical. It’s one that fully matches the customer’s preferences. The goal then is to make physical and digital experiences work in harmony. 

Element #3: Keep Your Brand on Point to Tell a Consistent Story

Your digital and physical customer journeys must not only match in quality, but in branding as well. The way you communicate to customers along each digital touchpoint, whether it be a newsletter sent out by email or a personalized message on the website after they purchase something, should keep consistent with your brand’s style, messaging, and tone of voice.

It’s also vital that the digital experience adheres to human-like interactions as if the customer was actually in the store. And that comes through with a unique branding voice and character. Customers shouldn’t feel like they’re purchasing from a robot dispensing products and services, but a human being behind their screen.

Of course, we know that digital and physical experiences aren’t the only aspect of the customer journey that luxury retail brands need to pay attention to. Read this report if you want to learn more about bridging the experience gap and how to improve personalization and emotional intelligence in the new luxury retail age.

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