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NFTs for a New Customer Relationship
The first reported use case for NFTs in the luxury industry was announced in May 2019, when specialty watch brand Vacheron Constantin announced that it would enlist the skills of the French tech start-up Arianee to develop its digital certificate of authenticity using Blockchain technology (Arianee, 2019). Up until then, the luxury industry had relied on paper certificates and serial numbers etched ...
Designing Omnichannel Loyalty Campaigns: How Retailers Create Value Through Data and Engagement
The growing complexity of retail is redefining the role of loyalty programs (LPs), which can no longer be treated as isolated promotional initiatives. Due to the proliferation of digital touchpoints and rising customer expectations, campaigns are evolving into integrated systems capable of generating commercial, relational, and informational value. In this article, based on empirical research by The ...