Luxury customer experience and engagement. What is the impact of in-store technology?

Technology in all its forms enables a new and different kind of customer experience at an omni-channel level. Technology that is not seamlessly integrated into the purchase process in such a way to add value might feel intrusive or manipulative and detract from the luxury experience. This trade-off between maintaining distance versus the new trend of co-creation suggests very delicate questions about the extent to which a luxury brand should rely on user engagement in new product development. This work explores several cases of successful deployment of omnichannel strategies.