Customised, interactive experience key to attracting customers

Brands should offer personal touchpoints to customers, amongst others.

As the average consumer now has more access to information before they decide on a purchase, brands should now focus on providing customised and interactive consumer experiences to attract customers.

In a report, KPMG said that this could be done by creating personal touchpoints with customers and providing them with tailor-made styling or mix-and-match suggestions.

Brands should leverage data to improve customer experience and inform business decisions.

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KPMG added that e-commerce channels should also be considered as a search tool and a marketing platform that will help brands to turn offline interest into online and offline sales. It should also be used to showcase full product ranges regardless if they sell well or not online.

Jacques Roizen, managing director, Consulting at the Digital Luxury Group, said this is important for e-commerce marketplaces such as Tmall where luxury brands focused on generating gross merchandise value and entry-level product listings.

“Such a practice can be potentially detrimental, as it might create a less premium image of the brand. Brands should focus their e-commerce on providing information about the brand history and its universe, while also including their higher-end products – even those they do not expect to sell online – as a point of reference for shoppers that are researching more about the brand,” he said. 

“This adds to the overall consumer experience, and helps to project the right brand image as well,” he added.