Experiential eCommerce: Today’s Must-Haves For Top CX

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The idea of luxury used to be the ability to not obtain a Birkin bag, get a reservation at Le Bernardin, or a custom suit. Now, this is obtainable via eBay, Open Table, and hundreds of websites… in minutes. If that has been the paradigm shift of the last 5 years – what will the next 5 years bring? Democratization is taking place daily in the just in time world we live in. Black cars month in advance? How about by the push of a button? How does one make an experience that makes you feel special enough that you throw around the word luxury? That same democratization has lead to same day delivery… then one-hour delivery… what’s next?
• Technological advancement and macro factors must be considered when developing a brand over the next 5 years.
• Democratization is inevitable – which makes remaining luxurious difficult.
• Consumer demands become more and more intense every passing day – you must react.

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Heads of Marketing are more than the 4Ps—the diverse channel platforms have incredible business influence that need to align with all aspects of business strategy. Assessing trends, tools, and technology with a business mindset to propel luxury brands to thrive is what these Heads of Marketing think about daily—throughout this panel, hear what they have to say by:
• Setting up influence in the C-Suite as a corporate officer with a business mindset
• Formulating forward-thinking strategies, supported by accurate measurements and optimization
• Budgeting, assessing, and testing marketing technology to understand customer behavior
• Taking understanding of customer behavior to drive direct business decisions

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Email marketing is a must-have for any omni-channel retailer. Developing a healthy, growing list of the right type of subscribers is key to the success of any luxury brand’s email marketing program, and, creating the perfect brand experience to engage the new subscriber and secure that important initial purchase soon after subscription is essential. There are many options luxury retailers can use to get the subscribers and loyal customers they seek while maintaining the integrity of the brand.
• Where to acquire the right subscribers who will become loyal customers
• Extending a warm digital welcome
• Leading with personalization, not promotions

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The truth is, there is no direct path to purchase. There are many different touchpoints and you need to test and learn which platforms bring the customer to a point of an informed buying decisions. With different content offering different interactions, building a seamless message is a challenge but not impossible. The executives on this panel share how they build a holistic approach to the customer journey via cross platform story-telling content:

• Utilizing content created to market across various channels and partner outlets
• Organizing the bandwidth to quickly create valuable content and spread to digital channels
• Deciding which channel is best to begin marketing the content: start with one channel and filter through or release content all at once?
• Measuring qualitative and quantitative KPIs—which holds more weight for social channels?
• Centrally managing content to increase marketing productivity and improve customer experiences

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…we promise, it’s not too early for a mimosa. Enjoy your break!

Luxury Institute has identified the three greatest myths that luxury and retail brand executives tell themselves, each other, and their shareholders, despite mounting evidence that their ineffective actions and inactions are the true root causes of their dismal performance. Today, executives who can quickly identify and confront the brutal realities of the marketplace, develop a set of best practices, and take immediate, effective action come at a premium.
• How luxury and retail brands are preventing themselves from achieving high performance
• Brief case studies of companies that are overcoming these myths and those that are falling behind due to their inability to confront reality
• Recommendations for how to overcome these and improve results immediately

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The bar has been set very high for luxury customer experience at physical retail - how can that be translated successfully in the digital world? Amit Sharma, CEO of Narvar, addresses this core question and related issues in a fireside chat with Joe Ferrari, Director of Ecommerce Operations at Kate Spade. They’ll talk about:
• Customer experience in an omnichannel environment.
• How to meet new customer expectations across all their engagements with you.
• Strategies for taking concierge-level customer experience online.

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Traditional advertising methods are fading, but a glorious tradition is returning in a new context - and that’s content sponsorship. Since its public launch in 2012, Artsy has built the world’s largest online database of contemporary art, and along with it, the fastest-growing arts-focused editorial platform in the industry. The company has now turned its attention to working with luxury brands, known for their patronage of the arts, to produce new forms of art sponsorship in the branded content arena.
• Luxury and heritage brands have a long history of supporting the arts at art fairs, museums, and other arts events.
• As art consumers increasingly move online, how can brands reach the powerful global art collecting audience?
• Consumers, especially digitally-native younger generations, are becoming more self-selecting over their technology and editorial platforms. What’s the best way to engage them on a deeper level?
• Artsy is uniquely suited to connect brands that can generously support quality content with a wide audience interested in art.

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Seating is available throughout our Solutions Lounge; as you enjoy our delicious lunch, don’t forget to discover what cutting-edge technology will take your business to the next level!

Network in a most refined fashion!

These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting.

1. Acquiring Affluent Customers In The Digital Age
Ross Kramer, CEO and Co-Founder, Listrak

2. Protecting And Fostering Luxury Brands In The Face Of Internet Commoditization
Greg Finney, Founder/CEO, 2Modern

3. Redefining The Previous-Season Model As A Global Fashion Business
Andres Sosa, EVP, Sales, Marketing and Creative, THE OUTNET

4. It’s Personal: Contextual Offers And Marketing To Drive Business Value
Barbara Bisoni, President, Anna Sheffield Fine Jewelry

5. Recreating The Luxury Experience In An Omnichannel World
Amit Sharma, CEO, Narvar

6. Chatbots - The next step in customer engagement
Gavin Silver, Director of Technology, Blue Fountain Media

7. Challenges Of Being A New Brand In The Luxury Market
Katie Scott, Founder, KATIE SCOTT Design

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