Pizziconi, Federica (A.A. 2021/2022) Phygital customer experience for luxury brands: exploiting clienteling opportunities remaining luxury: Alpha case study. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 121. [Master's Degree Thesis]

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Abstract/Index

Fashion & luxury industry analysis. Fashion industry: analysis and evolution before Covid-19. Covid-19 impact on luxury and PLG category. Omnichannel customer experience and CRM for luxury brands. Customer decision journey and touchpoints. The omnichannel strategy. Omnichannel evolution: towards ohygital experience. Luxury brands' omnichannel maturity. Introducing customer relationship management (CRM). Luxury customer relationship management. Clienteling. Relationship relevance within phygital experience. Exploiting clienteling 2.0: Alpha case study. Methodology. Analysis guidelines: case study & interviews. Presenting Alpha. Alpha structure and functions. How to connect with clients. Alpha business model.

References

Bibliografia e sitografia: pp. 101-106.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Fashion management
Thesis Supervisor:	Fei, Carlo
Thesis Co-Supervisor:	Festa, Alberto
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	13 Feb 2023 14:53
Last Modified:	13 Feb 2023 14:53
URI:	https://tesi.luiss.it/id/eprint/35074

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