The current buzz around systems of engagement is shortsighted. Ask PepsiCo about responding to macro trends they don’t always understand. It requires transformation of a kind that quick fixes will not not meet.
It’s a dilemma faced by many luxury brands, including La Prairie: how can they deliver the same high-end experience and personalised service online that customers get when they buy their product in an exclusive department store?
If there’s one phrase that you can be guaranteed to hear from any retail firm CEO, it’s omni-channel. It’s the Holy Grail that all retailers are pursuing, including 3 US brand name fashion giants over the past 7 days.