Learn about the importance of the omnichannel experience for the luxury industry and, more particularly, for LVMH.

At LVMH, we are constantly exploring new and exciting ways to go above and beyond customers’ expectations to mix luxury, innovation, and creativity in order to provide a truly exquisite and seamless customer experience.

In the following article, Franck Le Moal, Technology Director - LVMH Chief Information Officer & esteemed Board Member at the Aura Blockchain Consortium, gives an insightful introduction to seamless luxury experiences offered by our Maisons Louis Vuitton, Christian Dior Couture and Loro Piana.

What do clients expect nowadays from luxury brands?

Clients expect from luxury brands more than just a product or a service, they expect a dream. To exceed their expectations, luxury brands need the right combination of unbounded creativity, exquisite materials, incredible designs, sublime craftsmanship, the highest quality of service, and last but not least, a seamless omnichannel experience.

Could you name some Maisons' omnichannel strategies to enhance customer experience?

Sure! The Christian Dior Couture flagship store has a dreamlike setting! As you enter the 30 avenue Montaigne Paris flagship store, you’ll be welcomed by a sales associate with a wide range of digital tools at hand to elevate and customize your entire shopping experience. In fact, Christian Dior Couture has concentrated every relevant digital tool – AR, personalization, facilitated payment, and many more – in a single app right at the fingertips of their augmented sales associates.

Immersive experiences are also remarkable tools to strengthen the connection between our brands and our customers, like the one created by Louis Vuitton Asnières Immersive: an extraordinary VR journey inside the Maison’s history and heritage. 

Furthermore, Loro Piana has recently announced a new digital certification service with the Aura Blockchain Consortium which also helps us better match our production capacities with customer demand and expectations.

“Scarcity is paramount in luxury and in a world where increasingly unique and expensive materials are used, AI and Data are extremely powerful tools to help us track the origin of our raw materials.”

Indeed, AI and Data help us to get to know our customers better and provide them with a more personalized experience. On one hand, thanks to Data, a sales associate in store is aware of the specific tastes of a client and will better tailor the service to the client’s needs. On the other hand, online chatbots or live chats will offer a seamless experience, while treading carefully and using GenAI in a controlled and ethical manner.

How does LVMH stay on the cutting edge of innovation?

Startups like TOSHI in 2022, Bambuser in 2021, Alcméon, Simplified, The ShowCase and many more, play an important role in the overall digital and technology value chain within LVMH. The LVMH Innovation Award – our annual startup challenge, and VivaTech, Europe's biggest Startup & Tech event, as whole, is a great opportunity for the Group to source innovative startups that have the potential to help us grow the desirability of our products and services. These startups, which are then accelerated in our Maison des Startups, the LVMH startup accelerator program, complement the digital innovations and major platforms implemented in our Maisons and are integral to our digital and data performance.

Is AI endangering the current jobs of employees?

“So, let me state it very clearly: GenAI will never replace our creatives, our designers, our writers... who are the hearts and souls of our Maisons.”

It’s a fact that Digital, Omnichannel and Data are key growth drivers for the Group. Renowned around the world for the skill and know-how of our craftsmen, LVMH and our Maisons are now working on developing digital, data and omnichannel craftsmen by recruiting external talents and upskilling our in-house teams. In the last few years, we’ve built a 70-person LVMH Data Factory, onboarded 25 Maisons in this Data & AI transformation and trained more than 1000 people. And this is just the beginning of an exciting journey!