“Clienteling in the Digital Age”
Louis Vuitton had its inception as a trunk maker in Paris in 1854, and built its heritage around travel by creating luggage and handbags that were both
innovative and sophisticated. Louis Vuitton’s gifted artisans dedicate their attention to crafting products using the most exclusive materials and
state-of-the-art craftsmanship. Today, Louis Vuitton is one of the world’s leading luxury brands and directly operates and distributes its merchandise in a
proprietary network of more than 460 stores worldwide. Louis Vuitton is part of the LVMH group, the largest luxury conglomerate in the world with €28B of
sales in 2012.
The “Clienteling in the Digital Age” project discusses the challenges and opportunities related to clienteling in the digital space. The project included
the development of strategies and tools that the brand could implement for its online and brick-and-mortar business in order to increase customer
retention, brand loyalty, and shorten the re-purchasing cycle of current clients.
“The Art of Clienteling”
The eight person team from Parsons and Columbia Business School developed both a strategy and a set of digital tools for Louis Vuitton to innovate and
engage customers through digital clienteling activities. Initially, the team performed market research, surveys, and mystery shopping to study the level of
adoption of digital tools from luxury consumers as well as the range of clienteling activities offered by luxury players. Subsequently, the team proposed a
list of alternatives for discussion and further concept development. These alternatives sought to address opportunities identified across 3 categories:
cross-channel opportunities, in-store digital innovations and online clienteling improvements. Finally, the team developed a series of tools to enhance
clienteling activities both online and in-store to increase personalization, engagement, and retention. In particular, the team recommended the development
of an immersive technology area in-store that would include both a touch screen technology area and digital mirror equipped with sensors that enables
touch-free photo snapping and sharing. Other key concepts included an enhancement to Louis Vuitton’s current in-store mobile digital clienteling tool, the
creation of curated online content by the brand and its customers, and online and in-store initiatives to increase the seamlessness of the omni-channel
customer experience. These concepts and recommendations seek to position Louis Vuitton at the forefront of cross-channel digital clienteling within the
Jessica Gale, Columbia Business School, M.B.A.
Alice Jihye Kim, Parsons The New School for Design, B.B.A.
Guia Ricci, Columbia Business School, M.B.A.
Marcus Ryde, Parsons The New School for Design, B.B.A.
Roberto Tribioli, Columbia Business School, M.B.A.
Xenia Yin, Parsons The New School for Design, B.F.A.
Aero Wang, Parsons The New School for Design, M.F.A.
Carly Wu, Columbia Business School, M.B.A.