e-people are real people

Uché Okonkwo

Chapter Chapter 7 in Luxury Online, 2010, pp 262-277 from Palgrave Macmillan

Abstract: Abstract I am often surprised when I hear of the efforts made by luxury brands to separate online clients from offline clients. The initiatives that reflect this practice range from creating separate client management programs and systems, segmenting client offers according to shopping channel and grouping VIP clients not in terms of overall expenditure but from the amount spent on purchases made on each sales channel. Worse yet is when the retail employees in the physical stores compete with the managers of the online stores for clients and sales revenue levels. This reality has led to hoarding client information, resistance towards creating synergies in client management programs and all manner of dysfunctional habits that contribute to the detriment of the brands rather than their advancement.

Keywords: Fair Trade; Credit Card; Online Shopping; Real People; Parent Brand (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24833-5_8

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DOI: 10.1057/9780230248335_8

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