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Luxury Hospitality: Challenges, Trends, and Good Practices
The luxury market is undergoing a significant shift, as the upcoming generations of consumers are expected to dominate the market in the future. Generations Y and Z, born between 1981 and 2012, are set to represent 80% of the global personal luxury goods market by 2030 (Bain & Company, 2023). These young consumers have a different approach to luxury than older generations. They value meaningful luxury ...
Authenticity Generates Uniqueness, Trust, and Loyalty
A brand is authentic when different stakeholders (employees, shareholders, customers, suppliers, etc.) feel that there is an alignment between declared values and objectives and concrete actions, inside the company and on the market. A strong, differentiated company culture contributes to a strong, differentiated brand, driven by the same purpose and values (Yohn, 2017). The brand is therefore ...
Personalizing the Product, but with Moderation
Traditionally, for the high-end consumer, the value of a product typically stems from its high price and limited accessibility, including in terms of distribution, generally accompanied by superior quality and a legitimacy often deeply rooted in the brand's heritage, that is, its history, that is extraordinarily important to confer desirability to the goods or services and boost the self-esteem of ...
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 ...
Jewelry between Continuity and Transformation
First paradox: What is new and what is not The pandemic crisis has accelerated a trend that was already visible before: the dominant presence of iconic products lines, which have been in the market for years. The Cartier Love or Juste un Clou, Van Cleef Alhambra, Bvlgari B01 or Serpenti, Tiffany T, and others have earned an increasing market share on the global scene. New lines are emerging ...
Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand
Customer loyalty is a broad, multidimensional concept that encompasses behaviors and attitudes that favor a certain brand, retailer, or player over the competition (Castaldo, 2024; Belli et al., 2022; Watson et al., 2015). It follows then that to fully grasp the nature of customer loyalty, we need to analyze both behavioral dimensions, such as repeat purchases, and attitudinal dimensions, which include ...
Going Beyond Discounts: Loyalty Trends in Italian Retail
In an economic scenario characterized by high levels of volatility and complexity, the consolidation of customer relationships is the only viable strategy for retailers to meet new challenges in business and operational processes and to fortify their role as a point of reference for consumers. In this context, the brand becomes a tool for minimizing uncertainty, especially in the grocery sector, where ...
The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...
How to Gain Maximum Trust
We are experiencing a period of tremendous economic and social uncertainty, marked by international political tensions and stagnant consumption. Despite a slowdown in inflation, rising consumer prices over the past three years have eroded household purchasing power, already under pressure from high energy costs and rising financing costs. In this unpredictable environment, characterized by instability ...
Replace, Add, Augment: A Possible Classification Framework for AI Marketing
Introduction The development of artificial intelligence, and in particular generative AI (GenAI), has turbocharged the transformation of marketing processes. But what exactly is GenAI? Let’s start by defining AI. The most common view in the literature describes it as the set of technologies, algorithms, and models (that is, machines broadly defined) designed to emulate human functions such as learning, ...