Hublot Case History: Virtual Boutiques and Pre-Orders from WeChat

[nurmohammadkhan]

Collect data on consumer behavior and expectations in both digital and physical spaces;
set the company's global digital strategy based on the profiles obtained;
choose the channels and formats that are best suited and used to achieve the set objectives.
Digital transformation should not simply be conducted by replicating the customer experience on virtual touchpoints as it was designed and created in physical environments. Adapting the customer experience to a digital context never happens by applying a list of instructions that are always the same. Even more so, building the luxury customer experience cannot be a banal and simplifying process. Instead, it is a complex path that starts from the formulation of a series of doubts , for example: what are the individual specific objectives for each channel? What is the design that best supports the funnels that lead to these objectives? What should be the value perceived by the customer? How can we create a translation that respects the sensorial dimensions of the product? What technological potential do we need to create a digital experience linked to the brand that is unique and memorable?



Consumers today have digital skills that allow them to move with ease between different australia phone data media, platforms, channels, formats, taking advantage of the features that allow immediate access and communication. What luxury consumers expect, however, is something more: their shopping experiences must not only be fast (not to say in real-time) but also qualitatively impeccable , personalized , exciting , consistent with the offline world of the brand. An example of a perfectly successful “translation” from physical to digital can be found in the virtual boutique inaugurated by Hublot in 2018 .