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Digital or Die
Report

Digital or Die

The Choice for Luxury Brands

Olivier Abtan, Christine Barton, Federico Bonelli, Hannes Gurzki, Antonella Mei-Pochtler, Nicola Pianon and Miki Tsusaka
Boston Consulting Group, 2016
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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Today, more than ever before, consumers use digital tools to shop, research products and interact with brands. So why haven’t luxury brands fully embraced this trend – and what are they losing by staying on the sidelines? Consultants from the Boston Consulting Group explore why luxury brands need digital initiatives and outline how these brands must evolve if they wish to reach new consumers and retain present ones. getAbstract recommends this report to CEOs and marketers of luxury brands who want to revitalize their companies’ digital strategy.

Take-Aways

  • Luxury brands haven’t embraced digital initiatives as quickly as other consumer goods divisions.
  • Brands must mine big data and use that information to personalize marketing and branding.
  • Consumers expect “omnichannel interactions” with luxury brands, including “integrated delivery service,” comparable “promotions and rewards,” and a “consistent brand image across all channels.

About the Authors

The Boston Consulting Group is a global management-consulting firm and a business strategy adviser.

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