How to Ensure an Ideal Omnichannel Client Experience With Key Performance Indicators

Abstract

By 2025, electronic sales (e-sales) of luxury goods are expected to triple, reaching about €74 billion and standing for one-fifth of total luxury sales. This mix of online and offline client journeys increases the number of digital points and touchpoints. Thus, the journey of the omnichannel client is worth a deep focus. The omnichannel client experience (CX) requires key performance indicators (KPIs) to assess and understand disruption, enhance the experience, and present the “wow” factor. To get fresh insights on CX in luxury/digital retail, a qualitative study (with focus groups) on the omnichannel luxury client journey was conducted to identify specific pain points and KPIs. Results from an online survey quantitative study on poorly or uncovered omnichannel KPIs are disclosed. Ultimately, an overall list of relevant KPIs for CX in the luxury omnichannel retail industry is provided as a guideline for managers.