Abstract
In this chapter, we describe how to embed the omni-personal strategy into the business unit strategy, along with its technical, structural and organisational implications. We outline three approaches to kick off the omni-personal transformation: vertical integration, modular marketplaces and e-retail platforms and the full-stack ecosystem. To complete the picture, a matrix provides an overview of the brand reach and control linked to each approach.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Zichermann G, Linder J (2013) The gamification revolution: how leaders leverage game mechanics to crush the competition. McGraw-Hill Education, New York, p 218.
- 2.
Goldhausen K (2018) Customer Experience Management—wie man Kunden begeistern kann. In: Rusnjak A, Schallmo R (eds) Customer Experience im Zeitalter des Kunden: Best Practices, Lessons Learned und Forschungsergebnisse. Springer, Wiesbaden, pp 193–241.
- 3.
Batat W (2019) The new luxury experience: creating the ultimate customer experience. Springer, Wiesbaden, Location 3251.
- 4.
Woodworth S (2019) Why luxury brands build their online retail with monobrand platforms. https://luxe.digital/business/digital-luxury-reports/luxury-brands-use-third-party-platforms-build-online-monobrand-stores/. Accessed 6 September 2020.
- 5.
Farfetch (2021) Company homepage. https://aboutfarfetch.com/about/farfetch-platform-solutions/ & https://aboutfarfetch.com/about/store-of-the-future/. Accessed 8 January 2021.
- 6.
Strzalek A (2017) Certona & Farfetch in online personalisation deal. https://www.retail-systems.com/rs/Certona_Farfetch_Personalisation_Deal.php. Accessed 23 August 2020.
- 7.
Yoox-Net-A-Porter Group (2017) Valentino and Yoox-Net-A-Porter join forces to create an innovative blueprint for the next era of luxury retail. https://www.ynap.com/news/valentino-and-yoox-net-a-porter-group-join-forces-to-create-an-innovative-blueprint-for-the-next-era-of-luxury-retail/. Accessed 7 April 2020.
- 8.
McKinsey & Company (2018) The age of digital Darwinism. https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/Luxury%20in%20the%20age%20of%20digital%20Darwinism/The-age-of-digital-Darwinism.pdf, p 9. Accessed 3 April 2021.
- 9.
Guiltbault L (2020) LVMH and Kering’s new battlefield is online. https://www.voguebusiness.com/companies/lvmh-and-kerings-new-battlefield-is-online-covid-19. Accessed 12 June 2020.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Schmitt, R., Rossi, A., Bensoussan, A. (2022). How to Go Omni-personal. In: Omni-personal Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-85769-1_6
Download citation
DOI: https://doi.org/10.1007/978-3-030-85769-1_6
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-85768-4
Online ISBN: 978-3-030-85769-1
eBook Packages: Business and ManagementBusiness and Management (R0)