General Thesis
Question: How has the omni-channel and marketing communication strategy of
luxury brands evolved in the advent of generative AI during post pandemic
times?
RQ2: In what ways
can generative AI be leveraged to enhance the personalization of the in-store
shopping experience for luxury goods, and what are the potential impacts on
customer satisfaction and sales?
RQ3: How have the
omni-channel strategies and marketing approaches of luxury brands evolved in
the post-pandemic landscape, and what are the implications for consumer
engagement and brand perception?
——————
The three questions above are the questions i need to answer for my thesis. I would like to request for the following :
Chapter 1: Introduction
1. Introduction
1. Background and Problem Statement
2.Objectives
3. Research
Questions
4. Methodology –> I will be doing in depth interviews of at least 10 luxury brand managers, marketing managers, omni channel managers and it managers all in the luxury brand field.
5. Structure
of the Thesis
Chapter 2: Literature Review
1. Omni-channel Strategy of Luxury Brands
a. What is a luxury brand?
b. What is in the Omni-channel of a luxury brand:
i. 10 years ago
ii. 5 years ago
iii. Now
2. Marketing Strategies of Luxury Brands
– Offline
Marketing
– Social
Media Marketing in Luxury Goods Sector
– Influencer
Marketing
– Luxury Goods Renting Services & The
Democratization of Luxury Goods
5. Generative AI
– What is
Generative AI
– What it
Means for the Luxury Goods Sector
– How is
Generative AI Realized in Marketing Luxury Brands
6. Theoretical Framework: Consumer Decision Journey by McKinsey 2009 (attacehd file: the consumer decision journey THEORETICAL FRAMEWORK.pdf) –
Initial-Consideration Set (Trigger)
– Active
Evaluation (Information Gathering, Shopping)
– Moment of
Purchase
–
Postpurchase Experience (Ongoing Exposure)
– Loyalty
Loop
——
please copy the way i write through the attached file entitled: WAY OF WRITING COPY THIS
——–
please also have this in a separate paper one page with the sources that would verify these thoughts and conclusions:
Background of the Study:
- Consumer
expectations for personalization are increasing, necessitating
technological innovation within luxury retail. - Generative
AI emerges as a transformative tool, offering new levels of personalized
in-store experiences. - The
COVID-19 pandemic accelerates the luxury sector’s need for digital
transformation to meet the demand for personalized and safer shopping
experiences. - Integrating generative AI poses
challenges for luxury brands, including system integration, staff
training, and maintaining the luxury experience. - The shift towards AI-enabled
personalization in luxury retail could redefine customer engagement and
sales strategies.
Problem Statement:
- There is a lack of comprehensive research
on the practical application and impact of generative AI in the luxury
retail sector. - This study aims to fill the gap by
investigating how generative AI can enhance in-store personalization for
luxury brands. - Ineffective utilization of generative AI
could lead to a competitive disadvantage for luxury brands in a
technology-driven market. - Potential negative outcomes of not
adopting AI include decreased customer engagement, market share loss, and
a weakened brand image. - Successful AI integration could
significantly improve customer loyalty and operational efficiency for
luxury retailers. - This research will explore the barriers
to adoption, the benefits of generative AI, and its overall impact on the
luxury retail experience.
Top of Form
Bottom of Form
1.
Industry
Context:
Start by setting the scene with the current state of the luxury goods market.
Discuss the importance of personalization in luxury retail and how it
traditionally differs from mass-market retail strategies.
2.
Technological
Evolution:
Outline the advent and rise of AI in retail, focusing on the development of
generative AI technologies. Highlight how these advancements have begun to
intersect with consumer expectations for personalized experiences.
3.
Post-Pandemic
Shifts:
Address the changes brought about by the COVID-19 pandemic, such as the
increased demand for personalized and safe shopping experiences, and how these
have accelerated digital transformation in retail.
4.
Challenges
and Opportunities: Discuss the challenges luxury brands face in adopting
generative AI, such as integration with existing systems and training staff,
alongside the opportunities it presents for enhancing customer engagement and
sales.