Importance of the brand-consumer relationship

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Digital marketing in the luxury sector is called upon to capitalize on the relationship with the consumer , preserving and enhancing its most emotional aspects and trying to overcome the contradictions that still limit the digital shopping experience today.

In the contemporary economic context, widespread digitalization is australia phone data influencing and transforming the entire value chain of luxury brands, from Customer Relationship Management to in-store experiences, to the use of cutting-edge technologies such as virtual reality and artificial intelligence. Digital tools give practical functionality to luxury without jeopardizing its exceptionality and exclusivity and although they are still mainly used to simplify purchasing procedures, they have enormous potential for the creation of emotional, efficient, multi-channel experiences.

Luxury is a historical, economic, cultural phenomenon with profound psychological implications; and, above all, it is intrinsically relational.

When talking about digital marketing in the luxury sector, there is evidence that may perhaps seem counterintuitive but which instead must be recognized and kept in mind: the relationship between luxury brands and consumers is even more vital, distinctive and binding than that created with consumers in other sectors.