Making Omnichannel Work for Luxury Retail

Any experienced executive in the luxury trade will tell you that achieving true omnichannel excellence for luxury goods is next to impossible. The very nature of luxury retailing — which requires a high human touch — almost guarantees that the service experience will differ from store to store and across regions. This is compounded as soon as the luxury brand attempts to distribute its products via multiple channel types and becomes even messier when the distribution system includes e-commerce sales, some of which are brand-operated whereas others are reseller-managed.