Beyond the sale: how luxury brands unlock the organization and customer
potential
Shirley RomigFormer Head of Corporate Strategy, Hudson Bay
Matteo AlessiCCO Europe & North America, Alessi
Giulia CallegariHead of Luxury & E-commerce, OgilvyOne Asia
$33.18 $25.63$68.83 $2,036.67
“Brand switcher”
Low social media influence
Unwilling to collaborate
Repeat purchaser
“Mummy blogger” with 1,500 followers
Willing to co-create with Brands
Angela Jennifer
Total Customer Value
Highly Targeted and PersonalCommunications
Highly Targeted and PersonalContent
Rewards and Segmentation
Lookalike Targeting
Deeper and MeaningfulAnalysis and Insights
Direct
Intent and Sentiment
Profile
Communications
Engagement
Network
Profile
Engagement
LocationDevices
Behavioural
Purchases
Network SizeInfluence
ContentComments
Likes and Shares
Extended ProfilesBrands and Likes
Profile Photo
Cross Device UseTechnology
GeographyBeacons
ContentProducts
TransactionsSamples
DemographicsGeographyContactability
TransactionsSamples
Response RatesMarketing HistoryChannel Effectiveness
Digital
Socia
l
Contiguous Customer Data
VirtualPhysicalEmotional
Market Insights & Growth Opportunities
Customer Relationship & Loyalty Management Opportunities
Brand Value Optimisation
Channel & Category Optimisation
Physical & Customer Experience Optimisation
Advertising & Communication
Opportunities
Product & Service Opportunities
EngagementOpportunities
Customer Journeys