Beyond the sale: how luxury brands unlock the organization and customer

potential

Shirley RomigFormer Head of Corporate Strategy, Hudson Bay

Matteo AlessiCCO Europe & North America, Alessi

Giulia CallegariHead of Luxury & E-commerce, OgilvyOne Asia

$33.18 $25.63$68.83 $2,036.67

“Brand switcher”

Low social media influence

Unwilling to collaborate

Repeat purchaser

“Mummy blogger” with 1,500 followers

Willing to co-create with Brands

Angela Jennifer

Total Customer Value

Highly Targeted and PersonalCommunications

Highly Targeted and PersonalContent

Rewards and Segmentation

Lookalike Targeting

Deeper and MeaningfulAnalysis and Insights

Direct

Intent and Sentiment

Profile

Communications

Engagement

Network

Profile

Engagement

LocationDevices

Behavioural

Purchases

Network SizeInfluence

ContentComments

Likes and Shares

Extended ProfilesBrands and Likes

Profile Photo

Cross Device UseTechnology

GeographyBeacons

ContentProducts

TransactionsSamples

DemographicsGeographyContactability

TransactionsSamples

Response RatesMarketing HistoryChannel Effectiveness

Digital

Socia

l

Contiguous Customer Data

VirtualPhysicalEmotional

Market Insights & Growth Opportunities

Customer Relationship & Loyalty Management Opportunities

Brand Value Optimisation

Channel & Category Optimisation

Physical & Customer Experience Optimisation

Advertising & Communication

Opportunities

Product & Service Opportunities

EngagementOpportunities

Customer Journeys