The New Luxury Experience by Wided Batat

Author:Wided Batat
Language: eng
Format: epub
ISBN: 9783030016715
Publisher: Springer International Publishing

The tactile signature . Tactile marketing uses touch and contact with materials to create a pleasant luxury experience. Touch gives an impression of quality, softness, and comfort and can influence purchasing decisions or the time spent in the store. Customers need to touch the product to get an idea of its quality, shape, texture, and materials used. Luxury brands should, therefore, develop a tactile signature that makes customers want to take products into their hands, explore them tactually, and buy them. The signature should also differentiate a brand’s products from those of competitors. Many luxury brands have employed tactile marketing strategies that allow customers to become acquainted with the spirit and DNA of the luxury house (e.g., the thickness of cristal Baccarat glasses, the soft pillows in hotels luxury, etc.).

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