Luxury E-Commerce (RCD Ep2)

RETAIL COMMERCE DISCUSSION, Episode 2
Luxury E-Commerce

ON THIS PAGE
FULL – Upper Clash edit of the Retail Commerce Discussion: Luxury 19.34 mins
HIGHLIGHTS – Marketing Budgets: To spend or not to spend 1.56 mins
HIGHLIGHTS – Discounting: Pitfalls for premium brands 2.42 mins
HIGHLIGHTS – Cross Border: WeChat marketing and delivery surcharges 1.49 mins
HIGHLIGHTS – Remote Service: Augmented beauty and WhatsApp 1.03 mins
HIGHLIGHTS – Delays: Communicating Covid-19 deliveries 1.30 mins
HIGHLIGHTS – The Middle: Competing with value and luxury 1.09 mins
HIGHLIGHTS – Lockdown experiences 1.50 mins

SPONSORS
APG Ecommerce Solutions, Cross-border e-commerce delivery
Verb Brands, Luxury digital marketing agency

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FULL – Upper Clash edit of the Retail Commerce Discussion #2 19.34 mins

The Retail Commerce Discussion from Upper Clash is hosted by Leon Bailey-Green. Our guests are senior level figures from fashion, beauty, luxury and e-commerce business. In this video we’re joined by leaders from Tusting, Thom Sweeney, Frances Card Consultancy, Verb Brands and APG Ecommerce Solutions.

HIGHLIGHTS – Marketing Budgets: To spend or not to spend 1.56 mins

Dwaine and Gillian talk about their marketing strategy, whilst Chris offers insight on acquisition costs for luxury brands.

HIGHLIGHTS – Discounting: Pitfalls for premium brands 2.42 mins

Dwaine suggests an alternative to discounting. Gillian has strong opinions on the perils of regular discounting. Chris considers the potential to convert sale customers to long term shoppers.

HIGHLIGHTS – Cross Border: WeChat marketing and delivery surcharges 1.49 mins

Gillian explains the decision to engage with WeChat for her brand. Laetitia reveals the pricing challenges of selling cross border following the reduction of global flights.

HIGHLIGHTS – Remote Service: Augmented beauty and WhatsApp 1.03 mins

Chris says brands will use social to make up for lost in-person interaction time, giving Chanel as an example. Dwaine talks about the use of WhatsApp to communicate with customers.

HIGHLIGHTS – Delays: Communicating Covid-19 deliveries 1.30 mins

Laetitia explains retailers and consumers have been understanding about delivery delays, but warns that may soon change. Chris ponders the effect of not meeting delivery targets on brand image.

HIGHLIGHTS – The Middle: Competing with value and luxury 1.09 mins

Is the old adage of customers trading up or down during a crisis true in these times? Leon asks Frances.

HIGHLIGHTS – Lockdown experiences 1.50 mins

Our guests shared experiences of lockdown and suggest how new practices might be here to stay.

Music: Fat Caps by Audionautix is licensed under a Creative Commons Attribution license (https://creativecommons.org/licenses/by/4.0/) Artist: http://audionautix.com/