The digital revolution has led to major changes, both in the luxury market, which has been a traditional one for thousands of years, and in the luxury customer experience, which is now affected by omnichannel retailing and requires a perfect integration between online and offline channels. Luxury firms have been slower than many non- luxury firms to adopt online digital marketing, but today the trends show that online purchasing contribute to overall market growth more than cannibalizing and continue to grow. This study lays the foundations for investigating the factors affecting luxury consumers’ behaviour in the digital era, as the online sales contributes to global sales and push offline purchases.

Investigating why online purchasing push offline sales in the luxury market / Pellicelli, Anna Claudia; Franzè, Claudia. - In: GLOBAL MARKETING CONFERENCE PROCEEDING. - ISSN 1976-8699. - ELETTRONICO. - (2020), pp. 1462-1467. (Intervento presentato al convegno 2020 Global Marketing Conference at Seoul: "Bridging Asia and the World: New Marketing and Management in Digitally Connected World" tenutosi a Seoul nel November, 5-8) [10.15444/GMC2020.11.01.02].

Investigating why online purchasing push offline sales in the luxury market

Franzè, Claudia
2020

Abstract

The digital revolution has led to major changes, both in the luxury market, which has been a traditional one for thousands of years, and in the luxury customer experience, which is now affected by omnichannel retailing and requires a perfect integration between online and offline channels. Luxury firms have been slower than many non- luxury firms to adopt online digital marketing, but today the trends show that online purchasing contribute to overall market growth more than cannibalizing and continue to grow. This study lays the foundations for investigating the factors affecting luxury consumers’ behaviour in the digital era, as the online sales contributes to global sales and push offline purchases.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11583/2854352