As one of the leaders in hard luxury retail, Bucherer has been working on its digital transformation and new ways of engaging with the customers which has been further accelerated with the COVID-19 situation. Omni-personal luxury is perfectly timed, providing essential insights on how to unlock the untapped value of exclusive personalized experience at scale as part of omni-channel scenarios. If you are involved in luxury business, this book is a must read!" -Guido Zumbühl, CEO of Bucherer "Covid has accelerated the preexisting structural shifts that were emerging, therefore this would be a first post-COVID view to give an outlook on how to manage the ongoing disruption in luxury. Personalisation has become a buzzword and the book acts as thought-leadership, addressing a broad audience of universities, associations, and professionals."

Digital Transformation of the Omni-personal Customer JourneyIt is the how I am going to adapt to what the client needs. You cannot standardize this. When the client enters the store, give him a cup of coffee, a glass of water or champagne, but in the end this is not where you make the difference. You make a difference on showing your real love. And showing your real love is not only about selling a watch but listening to the customer and read between lines. That is the biggest change in 2020. At AP we call it people-to-people. -François-Henry Bennahmias CEO at Audemars Piguet, Questionnaire Conducted by the Authors Key Aspects• The omni-personal experience builds on Memory, Empathy, Real time and Consistency (the MERC factors) across channels and touchpoints. • Those MERC factors need to be omnipresent across the phases of the customer journey cycle. • In the awareness phase, the customer consent is the maximum brand commitment as it opens the possibility of further one-to-one engagement. • In the engagement phase, a brand needs to convince and eliminate individual customer doubts to lead seamlessly into conversion. • The conversion phase should be dominated by perfection, excitement and satisfaction. • Fulfilment is not about basics but about enthusiasm factors, surprising the customer positively and innovatively. • The after-sales phase should guarantee personalised services to enhance the brand loyalty.

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How to Go Omni-personal Key Aspects• The omni-personal strategy needs to be embedded in the business unit strategy. • The owner of the omni-personal strategy has to be chosen from among the Chief Marketing, Sales, Digital, Technology and Chief Information Officer. • An organisation must have the technical, cultural and human capacity to implement the objectives set within the omni-personal strategy. This requires alignment and implies a fundamental transformation. • Three emerging approaches are currently available to kick off the omnipersonal transformation: the vertically integrated approach, modular marketplaces and e-retail platforms, and the full-stack ecosystem. • The approach is selected on the brand level based on the intended brand reach and control.

The Industry Is Special Key Aspects• Luxury is a socio-cultural code that is commonly understood.• Luxury and its interpretation are constantly changing according to the context. • The context for interpreting luxury is defined by time, culture and society.• The interpretation of modern luxury is characterised by its democratisation, romantic consumerism, globalisation and digitalisation. • High-end luxury is differentiated based on perceived scarcity, high-end quality and price, product aesthetics and uniqueness as well as symbolism. • Customers desire luxury as it makes them feel good through positive emotions. • Luxury consumption is intrinsically and extrinsically motivated.• Luxury is an experience.• The experience tends to be immaterial, and personal perception matters.• Luxury shares common elements with art and religion.Luxury means selling dreams, and like every dream, it depends on one's personal perception and interpretation, particularly of what is luminous or boundless. Both facets are part of the origin of the word 'luxury'-the Latin root word lux translates into 'light', while the Latin luxuria relates to selfindulgence and opulence. Finding one common definition of luxury is impossible, as it means something different to every person on the planet. The customers and the changing definition of luxury are thus identified as the biggest threats disrupting luxury. 1 Luxury is also close to another