CAPTIVATING LUXURY CONSUMERS
Creating loyal customer relationships in a climate of declining brand commitment
Loyalty programmes often fail –
either conceptually or in generating
a profit. This is as true for
luxury brands as it is for brands
in general. From our perspective,
the main points of discussion here are
mission, scope, the application
of knowledge about customers, staff
and expectations of technology.
It sounds easy, but luxury brands should
not underestimate the task
of moving into loyalty programmes. ...