Luxury Goods Series

The Online Purchase Experience Ranking: From Milan to New York City

09/2016

A new research by Contactlab and Exane BNP Paribas, investigating the physical and digital customer experience during the entire online purchasing process.

Our analysts benchmarked the performances of 36 top luxury brands, including 4 major US luxury department stores and 1 major international e-tailer.

The report underlines that brands are performing better in Digital Touch Points (54%) rather than in Physical Touch Points (44%), even if they’re still not exploiting the maximum potential of both contact channels.

Some key points from this new research on the online purchasing experience

  • Fendi and Balenciaga are the highest ranked brands in the overall NYC 2016 Ranking;
  • Cartier excels in Physical Customer Engagement;
  • Millennials expect companies to have a strong omni-channel approach to customer engagement;

See also the first edition of The Online Purchase Experience Ranking for a complete overview on the topic.


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