With the rise of AI-based chatbot applications such as Chatgpt and Gemini, the navigation and search habits are fundamentally changing on the Internet. The increased efficiency of these tools and the changed user behavior have a direct impact on buying decisions – and at the same time the demands of the consumers: inside the brand experience, especially in the luxury segment, increase significantly.
Luxury brands are required to react to this change and redefine your service standards in order to meet the increased claim.
56 percent of the luxury consumers: on the inside, their shopping experience is dissatisfied
Only a few high-end fashion marketplaces or e-commerce platforms of luxury brands have one customer: interior service that is completely satisfactory of their customers: inside. This is one of the first conclusions of a new study by the Boston Consulting Group (BCG) on the subject of customers: internal experience and AI in the luxury segment. According to this study, 56 percent of those surveyed stated that they were not satisfied with their luxury purchase experience.
The luxury customers surveyed: In the inside, in particular, their frustration expressed that they had to enter their personal data several times. They do not feel recognized or valued when customer advisors: do not know their preferences inside. They also criticize impersonal and inconsistent care by the consultants: inside after the purchase.
Today most of them (64 percent) still make their purchases inpatient. However, the proportion of online purchases increases: 38 percent of customers: Interior stated that they had bought more luxury items online in the past three to five years. The study also shows that luxury customers: even if the final purchase takes place in the shop, spend time to research and plan online.
According to the BCG experts, the brands have no choice but to implement AI in their teams. In this way, new operating models can be developed that give the customer advisor: inside new skills.
“Customer advisor: Inside, through immediate access to customers: inner information, proactive suggestions and the ability to write personalized communication, ‘superhuman’, says the study.
The complete implementation of AI as a full -fledged team member would make it possible to offer an extraordinary customer: internal service on a large scale. However, the amount of artificial intelligence used must always be used carefully so that the essence of the luxury is preserved and the service does not appear robotic.
After all, the brands must be particularly careful due to the extensive personalization, which results from the recording and processing of large quantities of customers: interior data. You are not allowed to trust consumers: use inside by using data that is perceived as too pushy.
This article was used with digital tools translated.
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