Making Omnichannel Work for Luxury Retail

Achieving true omnichannel excellence in luxury retail is a formidable challenge due to the inherent need for high-touch customer experiences and the complexity of managing multiple distribution channels, including e-commerce and third-party resellers. There are five critical measures that luxury brands must undertake to overcome these obstacles and establish a consistent, seamless customer experience across all channels. These strategies include setting a timeline for taking over third-party channels, consolidating retail and wholesale leadership roles, moving toward consignment sales, adopting a franchise model, and practicing staff secondment to third-party stores. While these steps are not easy and require strong leadership and commitment, they are essential for luxury brands to achieve true omnichannel excellence.