Time for Luxury brands to develop experiences in store, fuelled by online traffic – Is ROPO (Research Online, Purchase Offline) verified?

With 16% of its revenue for FY 11 directly attributed to E-Commerce, retailer NEIMAN MARCUS has realised the power of directly engaging customers online. But how much of its in-store footfall is actually generated by the availability of its catalogue online 24/7…?

Google claims over 50% of Fashion/Luxury traffic is driving in-store footfall.

Evidence shows that this effect is real – but retailers are just starting to put in place effective measurement tools and cross-channel mechanisms – such as online vouchers, Reserve & Collect processes.. and with great success.
Zara for example saw its in-store sales grow 20% after the implementation of Reserve & Collect.

TOURNEAU in the US has successfully implemented online appointments – what is your take on that?

Isn’t it time for Luxury and Fashion brands to develop experiences in store, fuelled by online traffic?

just a thought, would welcome yours!

Alexandre Meerson

http://twitter.com/alex_meerson

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Alexandre Meerson is an E-Commerce consultant expert in Cross-channel Retail for global Luxury & Lifestyle Brands. His consultancy – ‘La Boutique de Luxe’  – www.laboutiquedeluxe.com – helps Brands deliver Commercial Innovation and Change through superb Customer Experience, Digital Marketing & International Distribution.
The founder and curator of the Digital Luxury Brands online networking group, Alexandre constantly researches ways to combine Brand Experience with Product Knowledge and Hard Working E-Commerce to generate sustainable revenue, profit and customer loyalty.
Alexandre heads up ‘La Boutique de Luxe’, www.laboutiquedeluxe.com a specialized multichannel marketing and sales consulting firm. His unique blend of experiences on behalf of prestigious Luxury & Lifestyle Brands and recognized B2B Businesses places him in a strong position to share his expertise in the fields that underpin successful online retail and business transformation.