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e-people are real people

In: Luxury Online

Author

Listed:
  • Uché Okonkwo

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.

Suggested Citation

  • Uché Okonkwo, 2010. "e-people are real people," Palgrave Macmillan Books, in: Luxury Online, chapter 0, pages 262-277, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24833-5_8
    DOI: 10.1057/9780230248335_8
    as

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