Louis Vuitton was recently named as an ‘omni-leader’ in Newstore’s Omnichannel Leadership Report 2022. More specifically, it was recognised for its performance in the category of ‘Associate Enablement’, which is defined as ‘solutions or capabilities that make it easier for retail employees to provide omnichannel customer experiences.’
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For Louis Vuitton, this involves equipping store associates with the right technology to blend the power of digital sales with in-store customer service. As Newstore notes, however, “they are no longer just sales professionals, though—they are brand ambassadors and style influencers who support each service across the customer journey.” This, too, is what defines Louis Vuitton as a luxury brand, with LVMH’s chief financial officer, Jean Jacques Guiony, insisting that customers will continue to head to stores due to the experience they receive.
Intent on enhancing this personalised customer experience, Louis Vuitton owner LVMH forged a strategic partnership with Google Cloud in 2021 to tap into its AI capabilities. “AI will increasingly touch every part of the operation at LVMH, from product development to the supply chain and interactions between employees and customers,” said the companies in a statement. This involves enhancing demand forecasting and inventory optimisation, and understanding the customer better in order to elevate CX through personalisation.
Sephora is rated highly for its mobile app, which it uses to drive personalised omnichannel experiences, such as booking in-store appointments and offering recommendations based on both in-store and ecommerce interactions.