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Beyond the Sale: How Luxury Brands Unlock the Organization and Customer Potential

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OgilvyOne Worldwide hosted a jam-packed session today at the kick-off of the National Retail Federation’s annual “Retail’s Big Show” at the Javits Convention Center in New York City. Led by Giulia Callegari, Head of eCommerce and Luxury, OgilvyOne Asia Pacific, the panel discussion, “Beyond the Sale,” addressed how luxury brands can unlock their organizations to deliver the true potential of customers.

Augmenting the agency perspective on the subject, Matteo Alessi Anghini, CCO Europe & North America, ALESSI s.p.a., provided the luxury brand viewpoint, while Shirley Romig, Former Head of Corporate Strategy, Hudson's Bay Company shared insights from high-end luxury retail brands such as Sak’s Fifth Avenue.

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Beyond the Sale: How Luxury Brands Unlock the Organization and Customer Potential

  1. 1. Beyond the sale: how luxury brands unlock the organization and customer potential
  2. 2. Shirley Romig Former Head of Corporate Strategy, Hudson Bay
  3. 3. Matteo Alessi CCO Europe & North America, Alessi
  4. 4. Giulia Callegari Head of Luxury & E-commerce, OgilvyOne Asia
  5. 5. $33.18 $25.63 “Brand switcher” Low social media influence Unwilling to collaborate Repeat purchaser “Mummy blogger” with 1,500 followers Willing to co-create with Brands Angela Jennifer Total Customer Value
  6. 6. Profile Communications Engagement Network Profile Engagement LocationDevices Behavioural Purchases Network Size Influence Content Comments Likes and Shares Extended Profiles Brands and Likes Profile Photo Cross Device Use Technology Geography Beacons Content Products Transactions Samples Demographics Geography Contactability Transactions Samples Response Rates Marketing History Channel Effectiveness Digital Contiguous Customer Data
  7. 7. Virtual Physical Emotional Customer Journeys