Getting Physical: In-Store, In-House, And Secure Global Commerce

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Vast opportunities exist in Asia eCommerce for luxury brands due to the millennial Asian market's fast adaptation to technology, willingness to experiment with personal style, comfort level with mCommerce, and strong desire for social engagement through the web.
Adapting a global life-style brand strategy for localized customer engagement is key to establishing and growing e-commerce business in the Asia market. Nancy Zhang knows the keys to success and showcases why the Asia market is ripe for global growth for luxury brands, and how to adapt quickly and iterate often in light of potential challenges as eCommerce changes the way we shop globally:

• Best practices for marketing your brand voice via the web
o Local language: social media is key to successful brand recognition
o Key Opinion Leaders and tastemakers in the Asian community seed the community for wider adaptation
• "Global" lifestyle brand positioning in Asia - adapting your branding to the local market needs while retaining global DNA
• Sales and promotional strategy from VIP networks to limited edition lines and access to "lifestyle" experience
• Leveraging affiliate channels and social commerce platforms
• Building cross border shopping partnerships with local distribution platforms - opportunity for operational advantage

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Luxury shopping experiences have changed, and reengaging the luxury-buying customer in a world of conspicuous consumption and digital access is a necessity. But in a world of eCommece surfers, how can brick and mortar retailers compete? Felita Harris explains how to get back to the power of the human greeting, aided by digital tools.
• Sales teams and service as brands best assets
• Empower store teams to deliver exceptional service
• The best way to engage and retain customers is leaving them with memorable experiences (time after time)

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The luxury market is constantly asking “What do Chinese want, what do they buy and why?” Join Jennifer Wang as she demystifies the Chinese-American online shopper. She and co-presenters from Neiman Marcus deep-dive into the Chinese-American shopper psyche and how to turn this very specific niche into one of the highest average order value shoppers on the web, and even drove feet in the door to their brick and mortar locations:
• Getting into the mindset of your customer: building trust as the secret to a rock solid online business, and social is so powerful
• The value of niche marketing and why it works so well online; becoming who your customer is before you try to sell to them
• Selling what your customer wants (and nothing else). Getting clear on their needs -- and providing the best possible choices
• How to coalesce your social and mobile platforms and fill with compelling content that not only increases online sales – but drives brick and mortar sales at the same time

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It’s our last day of Luxury Interactive 2016, so be sure to fuel up so you don’t miss any of the amazing presentations!

Building a lasting and deep relationship with luxury consumers is increasingly dependent on digital interactions throughout the customer journey. Whilst digital marketing and social media techniques to entice consumers have matured rapidly, innovation is still needed to engage with luxury consumers throughout their product experience and to extend the brand relationship afterwards.
• Creating a cohesive digital experience extends the window of interaction with consumers and allows brands to differentiate the experience
• Delivering a luxury brand promise via a mobile device presents challenges but also opportunities to engage at a deeper level
• Content is the fuel of digital engagement and requires significant investment, innovation and expertise

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Once your omni-channel roadmap is in place, you need to know which is the best way to measure your success. Forget just click rates and web views—you need to think about hard measurements and customer sentimentality together. The executives on this panel share what KPIs they are implementing to scale for success at their businesses:
• Awareness: web traffic generation and visit rate
• Engagement: length of visit and conversion rate on product recommendations
• Conversion: cross-channel conversion rate and basket size
• Loyalty: advocacy, revisit frequency, and lifetime value calculation

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The Moleskine brand was established in the mid-1990s by a small Milan-based publisher who brought back to life the legendary and iconic notebook used by great artists and thinkers over the past two centuries. The Moleskine brand positions itself as disruptive - not simply as a notebook, but as an
enabler of personal creativity…so what better time than during the current Digital Renaissance for Moleskine to evolve again, delivering a seamless creative experience in migrating contents from paper to digital devices. Mark Cieslinski showcases how this iconic brand is focusing its multichannel strategy and storytelling legacy:
• A growth story still being written: looking to influencers who are creative at their core
• Premium positioning: strategic high growth potential with a multichannel strategy and strong brand pillars
• Leveraging a wider retail presence, boosted by multi-channel distribution: B2C, B2B, and pushing eCommerce as a further engine for growth

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Be sure to sit with someone you haven’t met yet!

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Digital technology has drastically changed real estate marketing—everything from design trends to overly- educated buyers have created a shift in the market. Throughout this visual presentation of case studies and relevant properties, discover how cutting edge tech, like augmented reality, can be incorporated into luxury businesses; Elisa Ours explains and showcases:
• Paradox of time: Researching, Planning & Design and Marketing vs. Selling
• Properties that exemplify how technology and VR have shifted ways of living (residential scale to the neighborhood scale)
• How technology and data feed back into planning and design decisions to create a more compelling product

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Based on an in depth study of the GRIN network, successful global retailers share two qualities: (1) they have developed a clear process around understanding the consumer journey in countries they do business (localization) and (2) they have a culture of open innovation / collaboration. Join GRIN network founder Carl Miller and a panel of global fashion executives as they share practical options to leading localization techniques and a common platform used by retailers to explore models of open innovation. This interactive discussion will use real world examples from leading fashion brands to learn more about what is necessary to succeed in the global marketplace.

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As your brands, de-silo, roles change as you collaborate more than ever. During this chat, hear Jessica’s PERSPECTIVE on how eCommerce and Digital teams can best work with creative for winning strategies. During this interactive session, submit questions on the Luxury Interactive app!

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Last call for cocktails and networking!

Once you find the perfect candidate to build your online team, it’s essential to keep them up-to-date on all the latest technology and cutting-edge ideas…it will lead to greater revenue, after all. Building a great, supportive corporate culture in-house will drive talent for years to come. The executives on this panel tell you, too, can:
• Build a mentor program for digital and eCommerce success
• Training brick and mortar associates on the benefits of eCommerce
• Become a champion of outside learning
• Bring in experts—what has your workforce will responded well to

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It all starts with a big idea. A brand story. Finding that hidden gem within your brand that exemplifies the “why” behind consumers’ passion for your brand. Once found, it’s about amplifying this story at every consumer touch point. Creating excitement, interest and ultimately demand. In this presentation we take you through a journey of finding your brand’s soul, implementing a 360 strategy and creating authentic brand content; all within tight budgets and lean teams. See how Splendid did just this over the past few months.
• Crafting your brand story & getting internal alignment
• Developing a 360 strategy led by digital and social
• Creating robust content to tell your story & building the dream team to manage it
• Activating your brand experience at every consumer touch point & measuring success

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The global luxury goods industry in 2016 looks set to continue to rise only slowly, with headline growth remaining disappointing. The luxury goods world faces mounting risks this year: the China slowdown, as well as those of other large emerging markets such as Russia and Brazil; and instability in the Middle East will continue to cloud the horizon. Ayako Homma discusses how divergence will remain a key theme for the year:
• Whilst 2016 will not be a stellar year for the global industry, performance in key markets are showing divergence whereas previously strong performers are on the decline
• Harnessing social media and tapping into the psyche of the digital consumer as connectivity continues to drive new opportunities in digital innovation and growth in the omnichanel reaches new frontiers
• Putting your store as a main point of omni-strategies: training your global sales associates to best showcase your brands as featured through digital messages

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