In the midst of the Covid-19 crisis, the luxury industry has been forced to embrace digital transformation at an accelerated pace. As user experience and brand responsiveness become increasingly important in a digital-centric world, technology performance has become a crucial factor for luxury brands. To gain insights into this shift, we spoke to Mehdi Daoudi, CEO of Catchpoint, a digital experience specialist, ahead of a webinar on the future of luxury jewelry and watchmaking.
Traditionally, luxury brands have seen technology as a necessary evil rather than a strategic asset. However, the pandemic has changed this perception. Daoudi believes that while luxury brands have invested in their digital channels to adapt to the crisis, there is still a gap between the online and in-store experiences they offer. It is crucial for luxury brands to align the excellence of their physical experience with the excellence of their digital experience.
The key to achieving this alignment lies in prioritizing user experience in digital strategies. Daoudi emphasizes that before focusing on content strategy, luxury brands need to begin with measuring global network tech performance. This allows them to offer optimal, fast, and secure navigation for customers anywhere in the world. Tech performance has now become the fifth P (in addition to product, price, place, and promotion) of the marketing mix.
But why is tech performance so important for luxury brands? The post-Covid luxury customers are more demanding than ever and expect a flawless digital experience across various touchpoints, including e-commerce, search, and entertainment. Moreover, a negative customer experience can spread rapidly on social media platforms, potentially damaging a brand’s reputation. Therefore, it is crucial for luxury brands to detect and resolve any issues before they impact the end user. This is especially important during peak periods of activity, such as sales events or festivals like Black Friday and the 11.11 festival in China.
Tech performance monitoring, also known as synthetic monitoring, allows luxury brands to proactively simulate traffic from different regions to ensure availability and performance, regardless of the number of internet users connecting at the same time. It is particularly useful during events like capsule collection launches in specific geographical regions. Synthetic monitoring helps to ensure optimal performance in those regions and resolves any issues before they affect real users.
Catchpoint for Luxury, a solution provided by Catchpoint, aims to address these challenges in the luxury sector. Drawing on their 14 years of experience in monitoring the digital experience of international players in e-commerce, e-tourism, and tech, Catchpoint helps luxury companies integrate IT performance into their marketing strategies. Their monitoring system, consisting of 1,000 probes worldwide, continuously scans the internet and identifies any disruptions to the user experience. Once a problem is detected, the brand is alerted in real-time, allowing them to react immediately. Catchpoint also works closely with luxury brands to optimize their internet and mobile flows, ensuring a seamless online experience for their customers.
In conclusion, the digital transformation of the luxury industry is essential in the current landscape. Luxury brands need to prioritize user experience and align their digital and physical experiences. Tech performance plays a vital role in achieving this alignment and ensuring a flawless digital experience. The solution provided by Catchpoint for Luxury can help luxury brands monitor and optimize their digital operations, providing a seamless experience for their customers.
Useful Links:
1. Catchpoint Retail & E-commerce Solutions
2. Catchpoint Case Study: L’Oréal
