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The store experience has moved on

Having watched Chinese luxury consumers for many years, we saw them some years ago lining up outside the store desperate to buy. They rushed through the doors, up to the counter pointing at a product for the sales assistant to hand to them. They spent little time looking at it or the alternatives before saying yes, handing over the cash and leaving quickly.

Times have moved on, and the same consumers have to be persuaded to enter a store. Their choices are now more abundant and their knowledge considerably greater. They expect the purchase process to be an experience and not a simple transaction…

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