Laura Gioia - Digital customer experience benchmark: il caso del “Luxury Feeling”

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CONCEPTGoing through a whole

customer journey in order to

analyze and benchmark every

single step of interaction on the

website, through emails and

physical (packaging) and define

a ranking with best in class and

best practices for every touch

point.

Sign up

Customer care inquiry

Cart abandonment

Purchase

Delivery

Return

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

25LUXURY

BRANDS

3 ECOMMERCE

SPECIALISTS

Armani

Balenciaga

Bottega Veneta

Brunello Cucinelli

Burberry

Cartier

Dior

Dolce e Gabbana

Fendi

Ferragamo

Givenchy

Gucci

Hermès

Hugo Boss

Loro Piana

Louis Vuitton

Moncler

Prada

Ralph Lauren

Saint Laurent

Tiffany

Tod’s

Tory Burch

Valentino

Zegna

My Theresa

Luisa Via Roma

Net-à-Porter /

Mr. Porter

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

SIGN UP | REGISTRATION FORM

PREFERENCES

ARMANIBRIDGE TO CUSTOMER

ENGAGEMENT:

• Content preferences

• product category

• brands

• designers selection

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

SIGN UP | REGISTRATION FORM

CONTACTABILITY:

LOUIS VUITTONPREFERRED CONTACT

DEVICE/CHANNEL

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

SIGN UP | REGISTRATION FORM

PROFILING

INFORMATION:

BULGARIBRIDGE TO OFFLINE:

FAVOURITE BOUTIQUE

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

WELCOME EMAILS

DOUBLE OPT-IN EMAIL:

TIFFANY

LUXURY TOUCH

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

WELCOME EMAILS

CARTIERPERSONALIZATION

AND CARE• Title / Name

• Account features recap

• Contacts

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

WELCOME EMAILS

what we can do for you who are your favourite

designers?

SERIES

MR PORTER

welcome to Mr Porter

style bulletins

WELCOME PACK

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

WELCOME EMAILS

Welcome, Check Out What's New

NOT ONLY REGISTRATION

CONFIRMATION…

COACH*

Thanks For Registering

…ANIMATED GIF TOO!

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

ABANDONED CART EMAILS

still thinking about it

SERIES

NET-A-PORTER

• Abandoned cart series

• Remind the product

choice and give options

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

ABANDONED CART EMAILS

CONTENT COMPLETENESS:

ZEGNA

CARE: HELP, DON’T PUSH

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RESPONSIVE

FENDI

ABANDONED CART EMAILS

• Remind the product

choice

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CUSTOMER CARE INQUIRY

HUGO BOSSEASY AND CLEAR

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CUSTOMER CARE INQUIRY

CARTIERCONTACT FORM

Luxury feeling

Contattare un

ambasciatore

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CUSTOMER CARE INQUIRY

DIOR

REPLY WITH FLAIR• Reply with a luxury touch

• Layout

• Call

MAKE IT EASY

FOR THE

CUSTOMER• Full range of contact

options

• Quality chat

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

ZEGNACOLLECT IN STORE

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

LUIS VUITTON

FASHION ADVISOR SERVICE

RECOMMENDATION ENGINE

PICK UP IN STORE

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

BOTTEGA VENETA

VALUE YOUR

CUSTOMERS’

FEEDBACKS

SAVE THE ADDRESS

• • ACQUISITION

• • RECOMMENDATION

ENGINE

SAVE ADDRESS

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

FENDI

VALUE YOUR CUSTOMERS’

FEEDBACKS

ACQUISITION RECOMMENDATION ENGINE

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

RALPH LAURENRECENTLY VIEWED

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

BRUNELLO

CUCINELLISHOP BY LOOK

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASING PROCESS

BALENCIAGASUSTAINABILITY

AND LUXURY TOUCH

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASE RELATED EMAILS

TIFFANYReply with a luxury touch

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASE RELATED EMAILSBURBERRY• Completeness with a nice look and feel

• Product image

• Order recap

• Shipping recap

• Return terms and conditions

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

PURCHASE RELATED EMAILS

GUCCI• Reassuring series

• Order confirmation

• Shipping confirmation

• Delivery confirmation

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

OVERALL LUXURY FEELING

EXTERNAL PACKAGING

CARTIER LUISA VIA

ROMA

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

OVERALL LUXURY FEELING

INTERNAL BOX

PRADA MR PORTER

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

OVERALL LUXURY FEELING

FIRST INTERNAL LOOK

CARTIER TOD’S

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

OVERALL LUXURY FEELING

PRODUCT BOX

HERMES LOUIS

VUITTON

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CARE AND SPECIAL TOUCH

EXTERNAL PACKAGING GIFT CARD

LOUIS

VUITTON

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CARE AND SPECIAL TOUCH

PACKAGING THANKS MESSAGE

NET-A-

PORTER

TORY BURCHRALPH

LAUREN

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CARE AND SPECIAL TOUCH

PACKAGING DOCUMENTS

LORO PIANACARTIER

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

POST PURCHASE

SURVEY

HUGO BOSSGIVE VALUE TO YOUR

CUSTOMERS’

FEEDBACK

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

POST PURCHASE

SURVEY

GUCCIGIVE VALUE TO YOUR

CUSTOMERS’

FEEDBACK

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

POST PURCHASE

PRODUCT PUSH

MR PORTERPERSONALIZED PRODUCT

SUGGESTIONS

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RETURN PROCESS

PRADALUXURY FEELING

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RETURN PROCESS

DIORCHOOSE THE TIME OF COLLECT

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

HERMESEASY AND CLEAR

RETURN PROCESS

• Two steps only

process

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RETURN PROCESS

ZEGNALUXURY LOOK AND

FEEL

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

RETURN PROCESS

BURBERRYCOMPLETE WITH

PRODUCT REMINDER

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

Return

delivery

received

RETURN PROCESS

HERMESREASSURING SERIES

Return

confirmation

Refund

confirmation

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

CREATE BRIDGES TOWARDS OFFLINE

BE PERSONAL AN PERTINENT

FOCUS ON DEDICATED SERVICES

LOOK AND FEEL CONSISTENCYmake your customers’ journey

seamless

make your customers feel part

of the brand wherever they are

caring is the drive to

conversion and loyalty

translate digitally the luxury

retail experience

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

FOLLOW US

THANK YOU

Laura Gioia

[email protected]

www.contactlab.com

www.newslettermonitor.com