{"id":4135,"date":"2026-07-21T07:29:22","date_gmt":"2026-07-21T11:29:22","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=4135"},"modified":"2026-07-21T07:29:23","modified_gmt":"2026-07-21T11:29:23","slug":"strategy-crm-luxury","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/strategy-crm-luxury\/","title":{"rendered":"Luxury brands: what CRM strategies\u00a0can\u00a0enhance the customer experience?\u00a0"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a65ff380ddec\" class=\"hero-legal-section u-gradient--purple-blue--dark u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Luxury brands: what CRM strategies\u00a0can\u00a0enhance the customer experience?\u00a0<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Brahim Ben Salem, Sales Director at imagino                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a65ff3810844\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p data-ccp-border-between=\"0px none #000000\" data-ccp-padding-between=\"0px\"><span data-contrast=\"none\">In the luxury industry, customer interactions are elevated to \u2018work of art\u2019 levels. However, behind the glamour of the stores and the elegance of the online platforms, brands face a major technological challenge fragmented data. How do you unify all this data to offer a truly tailor-made experience? How can you preserve the privacy of a demanding clientele while taking advantage of AI?<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">To understand these issues, Brahim Ben Salem, Sales Director at\u00a0imagino, explains how a <\/span><\/b><b><span data-contrast=\"none\"><a href=\"https:\/\/imagino.com\/us\/our-solutions\/customer-engagement-platform\/\">modern Customer Engagement Platform (CEP)<\/a> c<\/span><\/b><b><span data-contrast=\"auto\">an reconcile data, increase salespeople&#8217;s confidence, and redefine CRM strategies in the luxury sector.<\/span><\/b><\/p>\n<h2><b><span data-contrast=\"none\">Faced with a significant fragmentation of their data (e- commerce, store sales\u00a0systems,\u00a0clientelling), how can luxury houses obtain a single customer view?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">One of the main\u00a0aspects\u00a0of\u00a0the luxury sector is the abundance of\u00a0customer\u00a0data, combined with\u00a0high fragmentation. Customer information is scattered across e-commerce platforms, in-store checkout systems\u00a0and\u00a0clientelling.\u00a0<\/span><b><span data-contrast=\"auto\">The primary challenge is not simply to connect to\u00a0all\u00a0these\u00a0different sources, but to\u00a0reconcile\u00a0this data\u00a0into a view that is genuinely useful.<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In this context, brands often come up against the rigidity of\u00a0their tech\u00a0solutions. A single customer view requires greater agility, enabled by logical and flexible\u00a0integrations that offer seamless reconciliation. For example, a customer may\u00a0identify\u00a0themselves with an email on an e-commerce site, but only be known through their\u00a0post\u00a0code, name, and date of birth in a POS system.<\/span><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">&#8220;Reconciliation is difficult because the data comes from very different sources with inconsistent naming conventions. For luxury brands, a\u00a0key\u00a0criteria\u00a0is agility \u2014 the ability to reconcile data using strategies that combine or link different\u00a0identifiers\u201d<\/span><\/i><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a65ff3811062\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">How can we ensure that the customer, who is used to clientelling, feels personally recognized?<\/span><\/b><\/h2>\n<p><b><span data-contrast=\"auto\">The physical channel and the in-store salesperson remain at the\u00a0centre\u00a0of the luxury experience.\u00a0<\/span><\/b><span data-contrast=\"auto\">In order for the customer to feel truly recognized, the strategy is oriented towards the concept of &#8220;augmented salesperson&#8221;. The objective is to provide the advisor with a complete and immediate view of their client&#8217;s data. <\/span><b><span data-contrast=\"none\"><a href=\"https:\/\/imagino.com\/us\/resource\/real-time-cdp\/\">The notion of real time is fundamental here.<\/a>\u00a0<\/span><\/b><\/p>\n<p><span data-contrast=\"auto\">If a customer\u00a0looks at\u00a0products on the e-commerce site in the morning and goes to the store in the\u00a0afternoon, the salesperson must have access to this information to adapt\u00a0their\u00a0recommendations. This is made possible by\u00a0real-time\u00a0data connections\u00a0that\u00a0eliminate\u00a0the time it takes to update information.\u00a0<\/span><b><span data-contrast=\"auto\">Hyper- personalisation then becomes the standard,\u00a0while also\u00a0making it possible to avoid\u00a0over\u00a0soliciting\u00a0the customer with irrelevant\u00a0offers and communications.<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">What data collection strategy should be adopted in a context where luxury customers are both selective and cynical about how their data may be used?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:360,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Wealthy customers in the luxury sector are indeed protective of their information, showing a\u00a0reluctance to share their postal address or to receive SMS\u00a0which can be\u00a0perceived as intrusive.\u00a0<\/span><b><span data-contrast=\"auto\">On the other hand, the use of WhatsApp is a\u00a0privileged\u00a0yet\u00a0tolerated channel. This network is perceived as a high-quality &#8220;1-to-1&#8221; exchange space with an identified salesperson,\u00a0almost like\u00a0a personal assistant.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Younger generations are also much more open to sharing their personal data, on the strict condition that it is used to really improve their experience. Their main frustration\u00a0comes\u00a0when they share information that is\u00a0ultimately not\u00a0taken into account\u00a0by the brand.\u00a0<\/span><b><span data-contrast=\"auto\">In this collection strategy, confidentiality\u00a0and sovereignty are non-negotiable.\u00a0<\/span><\/b><a href=\"https:\/\/imagino.com\/us\/resource\/the-rise-of-zero-copy\/\"><b><span data-contrast=\"none\">imagino&#8217;s<\/span><\/b><\/a><b><span data-contrast=\"auto\">\u00a0<a href=\"https:\/\/imagino.com\/us\/resource\/the-rise-of-zero-copy\/\">zero-copy\u00a0approach<\/a> ensures\u00a0that sensitive data is not moved unnecessarily, reassuring brands (and their customers) that they are in control of their information.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a65ff3811a7e\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">How do luxury brands perceive the pre-loved market?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p data-ccp-border-bottom=\"0px none #000000\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #000000\" data-ccp-padding-between=\"0px\"><span data-contrast=\"none\">The\u00a0pre-loved\u00a0market is no longer perceived as a threat.\u00a0<\/span><b><span data-contrast=\"none\">In France,\u00a0home of luxury goods,\u00a075% of luxury consumers have already bought\u00a0pre-loved\u00a0items.\u00a0<\/span><\/b><span data-contrast=\"none\">The big houses consider these buyers to be fans of the brand, who\u00a0represent\u00a0a great pool of prospects for future acquisitions of new products.<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p data-ccp-border-bottom=\"0px none #000000\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #000000\" data-ccp-padding-between=\"0px\"><b><span data-contrast=\"none\">The issue is not the discounted\u00a0price but\u00a0integrating the buyer\u00a0into the brand&#8217;s universe.\u00a0<\/span><\/b><span data-contrast=\"none\">This is why many\u00a0brands\u00a0are developing traceability systems and certificates of authenticity. Even when an item is\u00a0acquired\u00a0on a third-party platform such as Vinted\u00a0or Vestiaire, the customer enters, thanks to this certificate, into the\u00a0brand family.\u00a0Messika\u00a0are a good example of this, and it\u00a0allows\u00a0the brand to cultivate this new relationship.<\/span><\/p>\n<h2 data-ccp-border-bottom=\"0px none #000000\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #000000\" data-ccp-padding-between=\"0px\"><b><span data-contrast=\"none\">How can AI transform the CRM strategies in this sector?<\/span><\/b><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/h2>\n<p><a href=\"https:\/\/imagino.com\/us\/resource\/artificial-intelligence-and-marketing-how-to-make-your-customer-data-actionable-with-ai\/\"><b><span data-contrast=\"none\">Artificial Intelligence is operating a silent <\/span><\/b><\/a><b><span data-contrast=\"none\"><a href=\"https:\/\/imagino.com\/us\/resource\/artificial-intelligence-and-marketing-how-to-make-your-customer-data-actionable-with-ai\/\">revolution <\/a>(<\/span><\/b><b><span data-contrast=\"auto\">in luxury CRM,\u00a0primarily\u00a0through its ability to\u00a0spot\u00a0purchase signals.<\/span><\/b><span data-contrast=\"auto\">\u00a0The simple fact that a customer connects to their personal online space is a signal that, interpreted by AI, can\u00a0indicate\u00a0purchase intent and trigger a relevant in-store invitation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But AI is going further thanks to the emergence of intelligent agents. They can interact with the brand\u2019s customer data to suggest optimized marketing campaigns that can generate significant revenue from untapped segments. They can also orchestrate specific consent collection policies to enrich customer profiles.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">However, the integration of AI\u00a0also\u00a0poses a major challenge in luxury:\u00a0<\/span><b><span data-contrast=\"auto\">data sovereignty<\/span><\/b><span data-contrast=\"auto\">. Luxury houses categorically refuse to allow their confidential information to feed into public and opaque AI models.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><br \/>\n<b><i><span data-contrast=\"auto\">&#8220;Luxury houses are very sensitive when it comes to accessing their data. imagino\u00a0<a href=\"https:\/\/imagino.com\/us\/resource\/marketing-the-benefits-of-embedded-ai-in-your-cep\/\">offers\u00a0<\/a><\/span><\/i><\/b><b><i><span data-contrast=\"none\"><a href=\"https:\/\/imagino.com\/us\/resource\/marketing-the-benefits-of-embedded-ai-in-your-cep\/\">a directly embedded AI<\/a><\/span><\/i><\/b><b><span data-contrast=\"none\">.<\/span><\/b><b><i><span data-contrast=\"auto\"> This approach guarantees total isolation. The brand retains absolute control of its data assets, without any external sharing. To completely reassure management, the platform even offers the possibility of deactivating AI at any time.&#8221;<\/span><\/i><\/b><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6a65ff3812c5f\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--green-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/01\/man-with-tablet-smart-2-800px-1-262x300.webp\" alt=\"man with tablet smart 2-800px\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-green\">Luxury Industry<\/span>\n                        <\/div>\n                                                        <\/div>\n                                    <h2 class=\"tl\">How we help the luxury industry<\/h2>\n                                                    <div class=\"description\"><p><span class=\"TextRun Highlight MacChromeBold SCXW2381738 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW2381738 BCX0\" data-ccp-parastyle=\"heading 2\">Learn how\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW2381738 BCX0\" data-ccp-parastyle=\"heading 2\">imagino<\/span><span class=\"NormalTextRun SCXW2381738 BCX0\" data-ccp-parastyle=\"heading 2\">\u00a0helps luxury players unify their data and elevate their customer experience<\/span><\/span><span class=\"EOP SCXW2381738 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/how-we-help\/your-industry\/#luxury\" target=\"\" class=\"btn--small btn btn--gradient-blue-dark\">Find out more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Learn how the luxury industry can overcome data fragmentation and bring hyper-personalisation to its customers.  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