Luxury Brands Continue to Invest in Customer Service - eMarketer

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Luxury Brands Continue to Invest in Customer Service

Three in four luxury brands now offer customer service on websites

January 4, 2016

Luxury brands were slow to take their marketing efforts digital, with many fearing they could not offer the kinds of impressive experiences on the internet that they were used to giving customers in person. But customer service has become increasingly important on luxury websites in recent years.

Features that US Luxury Brands Offer on Their Website, 2013-2015 (% of brands measured)

According to a survey by L2 Think Tank, 76% of US luxury brands offered product quick view features on their website in 2015. That was up from 19% in 2013.

FAQs and geolocation services also became more common in 2015. For example, in 2013, 39% of luxury brands had FAQs on their sites; in 2014 that grew to 43% and in 2015 it grew again to 71%.

Other customer service features like live chat on product pages, personal shoppers and social logins also grew year over year.

Digital Channels/Tactics that Drive Customer Retention According to US Retail Executives, Aug 2015 (% of respondents)

Customer service is an important part of retailers’ businesses that can bolster customer retention. According to August 2015 research from eTail, Akamai, BloomReach, LivePerson and WBR Digital, more than half of US retail executives said that customer service and support drove customer retention.


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