Luxury: immediate boarding to the “phygital” store?

A post by Chloé RIGOMIER, MSc student in Digital Marketing, @KEDGE Business School. 

Who has never hesitated to enter in a luxury shop, frightened by so much prestige and coldness? I definitely have (in spite of the fact that I love luxury), and I’m sure you have too! Strangely, we speak about a place of contact with the customers, a showcase for the image of luxury brands. Dissuasive guards, immense and spotless shops, absence of prices, rarity of products… Everything is reunited to institute a distance with the customer. Yet, luxury brands use these spaces to demonstrate their power: the surface must be the most spacious, the neighbourhood very posh, the layout designed by prestigious architects… I believe that luxury attracts us, moves us and makes us dream… But luxury can also scare us off! Then, how can luxury brands develop their stores towards a pleasant and attractive customer experience? Is digital the key?

Première photo Chloé jpg

Source :

Are Luxury and digital incompatible? There’s a huge stereotype claiming that digital would put luxury in danger because it would oblige the brands to lose some of their prestige and secret aura. Well, let us take the example of the pioneer in the domain: Burberry and its digitalized luxurious flagship store (London). The ambition is clear: make visitors live the same experience online and offline. Sellers have iPad to consult the last purchases of the customers. They can create the trench of their dream on tablets. There are screens to broadcast fashion shows and concerts. Products have RFID chips to show similar articles thanks to screens also acting as mirrors. Customers can pay by mobile terminal. Nevertheless, Burberry is a brand with a traditional image, very anchored and backward-looking codes (tartan, trench). They included the current stakes by proving us that there aren’t borders anymore between the real and the digital world. If you wish to see images of this remarkable Burberry store, it’s this way:

In an oppressing context where e-commerce faces the exclusive distribution of luxury, it’s time to enter in the “phygital”. The digital needs to enter in physical stores to appeal to the future clientele: the Y generation. It will revolutionize the point of sale making people live a memorable experience. However, luxury needs to stay a singular world inventing its own digitalization: an astonishing and magic digital experience. The human needs to be put back at the centre to provide a real distinction between online and offline. Sellers need to find the pleasure of the customer relationship again, delighting the experience with a refined quality of service.

In the video below, Eric Briones (the famous @darkplanneur) proposes strategies for a singular digitalisation of the luxury:

Let us be carried away by the imagination of the luxurious shop of tomorrow: I dream of an immense cosy space (noble materials, furniture design, wine and smoothies bar, makeup and hairstyle spaces, personal shopper, sound and olfactory atmosphere…) but still very modern (sellers informed about our needs, connected shop windows for a shopping 24 hours a day, hangers with RFID chips for further information on screens, connected fitting  rooms to share on social media, customization of products on tablets, mobile payment…).

What about you? What could incite you to enter a luxury store? Tell me what you think about the “phygital” for these brands. Comment, share, like… And have an amazing day!

Deuxième photo Chloé jpg

Source :


To get in touch with Chloé, find her here on Twitter & LinkedIn


Join the discussion and tell us your opinion.

Guest blogger series (1) – The Phygital customer experience – Dr. Laurence Dessartreply
April 6, 2016 at 7:54 am

[…] Chloé introduces phygital in the luxury category, and […]

April 6, 2016 at 11:17 am

Hi !

Thank you for this really good article! I think à bit of digital totally has its place on the luxury world !

Have a good day

Chloé Rigomierreply
April 6, 2016 at 8:39 pm
– In reply to: Audrey

Many thanks to share your impressions Audrey! Have a good day too!

April 6, 2016 at 11:47 am

Great article ! I need to visit Burberry’s digital store now ! Can they open one in Bordeaux ? 🙂

Chloé Rigomierreply
April 6, 2016 at 8:42 pm
– In reply to: Anne-Héloïse

Thank you so much Anne-Héloïse! I’m delighted to have made you this amazing store known! I hope they open one very soon in Bordeaux, why not?!

Kenza Ait Mannareply
April 6, 2016 at 11:54 am


Great article ! You just conviced me Luxury and Digital are totally compatible!

Chloé Rigomierreply
April 6, 2016 at 8:46 pm
– In reply to: Kenza Ait Manna

Hello Kenza, many thanks! It’s perfect if I convinced you!

Marie-Pierre Cholletreply
April 6, 2016 at 3:01 pm

A l’heure où beaucoup de codes du luxe vont changer, cet article pose les bonnes questions et propose des réponses documentées et motivées.

Chloé Rigomierreply
April 6, 2016 at 8:47 pm
– In reply to: Marie-Pierre Chollet

Merci beaucoup Marie-Pierre, votre commentaire me fait très plaisir !

Pauline Mreply
April 6, 2016 at 8:54 pm

Merci pour cet article très enrichissant qui nous pose les bonnes questions sur l’avenir du luxe. Pour moi les deux seront compatibles et indispensables à l’avenir…

Have a nice day !

Chloé Rigomierreply
April 6, 2016 at 9:07 pm
– In reply to: Pauline M

Merci à toi d’avoir partagé ton avis, qui me fait très plaisir ! Très bonne soirée Pauline !

Sarah Lreply
April 6, 2016 at 10:49 pm

Very interesting. Congratulation for your argumentation. There is good questions and why not .. Everything is possible with new technologies !!

Chloé Rigomierreply
April 8, 2016 at 9:42 am
– In reply to: Sarah L

Many thanks Sarah and I totally agree with you!

April 7, 2016 at 10:30 am

C’est un article très intéressant, j’ai bien aimé la façon d’exposer le sujet. En tout cas c’est convaincant, tout sera compatible j’en suis sûre !

Merci Chloé !

Chloé Rigomierreply
April 8, 2016 at 9:43 am
– In reply to: Ludivine

Merci beaucoup Ludivine, c’est très gentil !

April 7, 2016 at 3:24 pm

TRES intéressante, cette idée du phygital. Réfléchir aux meilleures solutions pour inciter un public “intimidé” à se rapprocher du marché du luxe… Bien vu, bien écrit, bravo 😉

Chloé Rigomierreply
April 8, 2016 at 9:45 am
– In reply to: Marie-Camille

Ce ne sont certainement pas les meilleures solutions mais j’ai exposé celles qui me semblent intéressantes ! Merci beaucoup Marie-Camille !

April 7, 2016 at 3:37 pm

Waow, such a success with the comments and reactions! Well done, Chloé!

Chloé Rigomierreply
April 8, 2016 at 9:48 am
– In reply to: laurencedessart

Thanks Laurence!!!

Laurent Rigomierreply
April 7, 2016 at 8:23 pm

Les marques doivent aussi s’adapter au digital . L’article est très intéressant pour comprendre ce qui se passe dans la mode . Good job Chloé!

Chloé Rigomierreply
April 8, 2016 at 9:46 am
– In reply to: Laurent Rigomier

Merci beaucoup Laurent !

April 8, 2016 at 8:07 am

Très bel article, intéressant et professionnel. Bravo Chloé !

Chloé Rigomierreply
April 8, 2016 at 9:47 am
– In reply to: Séverine

Merci Séverine, cela me fait plaisir !

April 10, 2016 at 7:59 pm

So nice to learn a new word! Phygital sounds modern and will now belong to my vocabulary! I agree with all your comments, except the fact that I think that luxury things need to be touched, manipulated, evaluated by curious hands.

Chloé Rigomierreply
April 14, 2016 at 9:01 pm
– In reply to: Sylvie

Thanks for your opinion Sylvie and so happy to inform you about phygital! I agree also with the fact that digital will never replace the real manipulation of luxury products!

April 13, 2016 at 1:32 pm

Very interested article Chloe!
I really like this concept of “phygital” and what you describes for your perfect luxury store is also what I would love to see: a memorable and incredible experience thanks to digital and new technologies 🙂
Thank you !

Chloé Rigomierreply
April 14, 2016 at 8:56 pm
– In reply to: Margaux

Many thanks Margaux! So nice to see that we expect the same experience!

April 14, 2016 at 4:50 pm

Le phygital : un concept avec de merveilleux débouchés pour les étudiants en marketing digital de Kedge Bordeaux !

Chloé Rigomierreply
April 14, 2016 at 8:55 pm
– In reply to: Futuroscope

Merci pour votre avis, très optimiste et encourageant !

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