Adriana Coppola from SapientNitro: Technology is changing the face of luxury sales

Adriana Coppola, Digital Innovation Strategist at SapientNitro and Director of the Beauty area in the UK, feels digital channels are increasingly more important to reach luxury product consumers.”Recent projections suggest that by 2020, online sales are expected to drive 40% of luxury brands’ revenue growth. To navigate a digital transformation effectively, luxury retailers can learn several key lessons from their peers in the beauty industry where real-time face-tracking, 3D projection mapping, and personalization technologies have all become viable and effective marketing tools” explained Coppola. “Breakthrough technologies will transform the way we shop online for beauty, fashion, and other categories where trial is key.”Among the tools that Coppola points out is augmented reality that offers thousands of possibilities that are already reaching the mass market consumer. “Suddenly, consumers are empowered to experiment with products and explore self-expression from the comfort of their own living rooms and in ways that still feel tangible enough to drive new purchases”.”Just as beauty brands have begun to shift from product to service, luxury retailers should also plan to compete in this realm by providing curated services – enabled by technology” she concluded.