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Laggards or leaders in technology?

A new paper argues that luxe brands must adopt more technology to enhance their customer experience. Not everyone agrees

Helmi Yusof

Helmi Yusof

Published Thu, Jul 23, 2020 · 09:50 PM
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IS LUXURY KEEPING pace with technology? Is the high-end customer experience being elevated by A.I.? Can digital experiences deliver more personalised and exclusive services while still preserving a luxury brand's integrity? No, no, and yes, answers a new paper co-authored by NUS Business School marketing professor Jochen Wirtz.

Together with his counterparts Jonas Holmqv…

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KEYWORDS IN THIS ARTICLE

luxury
Digitalisation
E-commerce

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