About two-thirds of affluent consumers expect a highly customized experience when shopping for luxury goods. This is particularly relevant to Fashion brands, on which those affluent consumers spent 22% of their luxury budgets in the past year. However, while Fashion labels aim to provide exemplary customer service in stores – such as sales associates that know customers by name and remember their style preferences – L2’s Digital IQ Index: Fashion finds that only a handful translate that experience online.

Although 71% of Index brand sites let shoppers customize their profiles, most of them only go as far as asking for shoppers’ genders or birthdays. Far fewer seek information that would be useful in creating a fully personalized shopping experience. Just 8% of brands inquire about a shopper’s interests, such as a preference to browse men’s or women’s clothing.

Extent of Customer Profile Personalization

Index leader Burberry is one of the few brands recreating the personal shopping experience online, with a boutique-like dashboard where shoppers can manage favorited items and browse recommendations. By collecting data around customer interests, Burberry aims to create a “bespoke relationship” on the digital front.

“The more information that our customers choose to share with us, the more we are able to provide them with a service that is both unique and designed to improve their overall experience of us as a brand,” Burberry Chief Creative and Chief Executive Officer Christopher Bailey told L2.

Because so few Fashion brands collect this data, creating a personalized online shopping experience puts those that do ahead of the competition. Burberry.com is the brand’s fastest-growing retail channel, and sales on the brand’s mobile site have tripled since last year, according to Bailey.

“We know our customers move seamlessly between our digital and physical worlds,” he said. “The use of digital technology is a fundamental and integral part of who we are at Burberry and it is central to our brand, our identity and our way of thinking.”

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