We have 7 Rules of the Road that will help make the journey a profitable one. The rules are inspired by rich conversations with top executives at luxury conferences and one-on-one meetings with all the critical constituencies involved in online luxury.
Luxury executives need to get over the “lack of control online” issue. The truth is that the only thing they control is their customer experience.
The heated discussions about controlling your brand online, especially what is said about your luxury brand online, are pure nonsense. In an open and transparent online and offline world, the only things you can control are your business values and ethics, your offerings, your business model and the customer experience that you choose to deliver. If you deliver extraordinary customer experiences, the natural “buzz” surrounding your brand will be overwhelmingly positive. The web will amplify your reputation, good or bad, among consumers and other constituents. While public relations tactics can help, the truth will eventually be known. If the truth is that you deliver extraordinary experiences, detractors will be drowned out and many advocates will come to your immediate defense.
The opposite is also true. So, get over the “lack of control” issue online and start innovating. It’s a non-issue.