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The end of the world as we know it? The influence of online channels on the luxury customer experience

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  • Klaus, Philipp ‘Phil’

Abstract

Luxury brands claim to offer consumers pleasure and prestige and deliver high profits to retailers. While the global demand for luxury goods is increasing, consumers expect that the purchasing process these goods will accommodate their preferences on how, where, and when they want to purchase them. The changing nature of luxury markets and customers' purchasing behavior makes it necessary to understand why customers would choose an online channel to purchase luxury offerings. What are the features that make so appealing, attracting consumers towards them? Our study explores customers' motivations, the benefits and the experiences they are expecting and perceiving from the Online Luxury Experience (OLX). We examine the OLX and establish three corresponding luxury customer segments using online channels to purchase their luxury goods and services: the purists, opportunists, and e-lux. We highlight the differences between the segment's customer journeys and the implications for theory and luxury customer experience management.

Suggested Citation

  • Klaus, Philipp ‘Phil’, 2020. "The end of the world as we know it? The influence of online channels on the luxury customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s096969892031256x
    DOI: 10.1016/j.jretconser.2020.102248
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    References listed on IDEAS

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    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Wetzels, Ruud W.H. & Klaus, Philipp “Phil†& Wetzels, Martin, 2023. "There is a secret to success: Linking customer experience management practices to profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Klaus, Phil & Zaichkowsky, Judith Lynne, 2022. "The convenience of shopping via voice AI: Introducing AIDM," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Klaus, Philipp ‘Phil’, 2022. "How luxury retail will change forever – The role of atmospherics in the digital era," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Ma, Bohao & Adam, Shahdzah Wati Binte & Teo, Chee-Chong & Wong, Yiik Diew, 2024. "How do consumers’ fashion lifestyles differentiate their logistics preferences for fashion products?," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. 'Phil' Klaus, Philipp & Tarquini-Poli, Annalisa & Ahmed Mostafa Alawad, Nawal, 2022. "Lifestyle of the rich and famous: Exploring the ultra-high net-worth individuals’ customer experience (UHCX)," Journal of Business Research, Elsevier, vol. 147(C), pages 49-58.

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