Phygital Boom May Lead To Luxury Implosion

EasyChair Preprint no. 1394

Abstract

Abstract—The Luxury Market currently faces a consequent growth of the use of Phygital Marketing tools, applied in Retail floors, to face some new challenges. However, these tools can be poorly applied and might not seem relevant to every single prospect’s eyes. In this article, we will raise questions, then try to understand the consequences of the Phygital strategy, nowadays in the Luxury Retail sector.

Keyphrases: customer journey, Phygital, Retail excellence ersatz

@Booklet{EasyChair:1394,
  author = {Anna Chastel and Sarah Grondin and Julien Baland and Ivan Coste Maniere},
  title = {Phygital Boom May Lead To Luxury Implosion},
  howpublished = {EasyChair Preprint no. 1394},

  year = {EasyChair, 2019}}