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Most luxury players initially viewed them with much scepticism - they were too often limited to online selling - which made it difficult for digital technologies to impose themselves in a world where customer satisfaction first has to do with giving advice and providing personalized services. In practice, and despite numerous attempts to make an impact, few tools and applications did revolutionize the buying experience in this sector.

Many experimental tools were launched, but most were not quite finalized yet, and they did not work well,” underlines Jean-Bernard Debreux, founder and CEO of The Illegal Factory, a production company specialized in digital marketing which works for Dior, Philips, or Toyota, among others. However, this specialist of augmented reality is convinced the technologies available now are mature. “The turning point came with the improved capacities of the smartphones used by customers today, which represent the most convenient medium for new functionalities.

Service prevails over technology

Yet, brands still need to have a clear vision of the service they intend to provide customers. “Technology for technology’s sake is just devoid of interest,” adds Jean-Bernard Debreux. Too many solutions are designed mainly for communication and are thus not efficient with consumers. There is often a discrepancy between the promises made by digital technologies and the reality experienced by customers. In the luxury sector, it is just not possible to make this type of risky experiments.

Two great trends can be observed today: the installation of applications for customer service and follow-up in stores, and the dematerialization of the fitting phase. “In all cases, the digital tool must really create a new experience and represent an actual advantage both for customers and the brand.” For example, thanks to augmented reality technologies, a brand can send its VIP customers an invitation card so they can visualize the products on their mobile devices, smartphones or tablets, in real virtual stores that offer an ultra-realistic 3D version of the products, and in particular the correct perception of their real size.

The brand’s world

Beyond directly commercial applications, digital technologies can also contribute to building a brand’s world. To Ludovic Jokiel, co-founder of the MUTT sound design agency, the sound atmosphere in sales outlets is a key element of the buying experience. “Today, the technologies available make it possible to adapt the sound atmosphere to what is actually happening in the store, and even to the profiles of the customers present at a given moment,” he explains.

Legal precautions

However, as entertaining as they can be, these technologies often imply to collect personal data, some of which are rather sensitive because they concern physiological characteristics such as the skin colour, the nature of the hair, etc. “The companies that market or use this type of tool must pay attention to strictly abide by the law as regards the protection of personal data,” warn François Klein and Matthieu Bourgeois, associate lawyers at the KGA law firm. Here are some of the points laid down in the Loi informatique et libertés [1] in France:

 Clear and loyal information for the user on the purpose of data processing and on the addressees that will receive them. Such information can be mentioned in the Terms and Conditions for Use the customer will be asked to accept before using the application
 The necessary procedures involved with the Commission Nationale de l’Informatique et des Libertés (CNIL), the French independent administrative authority for data protection
 The technical and legal safety measures to be taken as regards data processing and storage

Similar rules are applicable in most European countries. If the digital dream has already come true for brands, they do need to remain down-to-earth to avoid any bad surprises.