Digital Transformation of the Omni-personal Customer Journey

Abstract

Digital Transformation of the Omni-personal Customer JourneyIt is the how I am going to adapt to what the client needs. You cannot standardize this. When the client enters the store, give him a cup of coffee, a glass of water or champagne, but in the end this is not where you make the difference. You make a difference on showing your real love. And showing your real love is not only about selling a watch but listening to the customer and read between lines. That is the biggest change in 2020. At AP we call it people-to-people. -François-Henry Bennahmias CEO at Audemars Piguet, Questionnaire Conducted by the Authors Key Aspects• The omni-personal experience builds on Memory, Empathy, Real time and Consistency (the MERC factors) across channels and touchpoints. • Those MERC factors need to be omnipresent across the phases of the customer journey cycle. • In the awareness phase, the customer consent is the maximum brand commitment as it opens the possibility of further one-to-one engagement. • In the engagement phase, a brand needs to convince and eliminate individual customer doubts to lead seamlessly into conversion. • The conversion phase should be dominated by perfection, excitement and satisfaction. • Fulfilment is not about basics but about enthusiasm factors, surprising the customer positively and innovatively. • The after-sales phase should guarantee personalised services to enhance the brand loyalty.

Phygital luxury experiences. A correspondence analysis on retail technologies

“…The phygital experience is argued to be a game changer for luxury retailing (Lawry, 2023;Schmitt et al, 2021). In this challenging con-…”