It's simple: a stellar customer experience distinguishes your brand, fosters loyalty, and fuels word-of-mouth marketing — key drivers of revenue growth and enduring success in a fiercely competitive landscape.

Steve Jobs famously remarked: "You’ve got to start with the customer experience and work back toward the technology, not the other way around."

At Wiredcraft, we live by this philosophy. As a leading digital consultancy with deep expertise in strategy, design, data, and technology, we always put our clients first, creating groundbreaking digital products and services that captivate millions. In our recent webinar on premium customer experience, we unpacked invaluable insights and shared practical toolkits designed to help brands enhance their interactions and connection with customers.

 

According to a PwC global consumer survey, customers are willing to pay a premium for superior experiences, which significantly influences Customer Lifetime Value (CLV).

Notably, a single poor experience can cause 32% of consumers to abandon a brand, while approximately 25% are willing to pay extra for high-quality experiences across various product categories. For luxury brands, this premium can range between 15-18%.

As the luxury market in China increasingly shifts online, brands are broadening their digital strategies beyond their own e-commerce platforms.

Recognizing the importance of reaching consumers where they are most active, luxury brands are now actively establishing their presence on major e-commerce sites like Tmall and JD.com , as well as on popular social media platforms such as WeChat, RED (Xiaohongshu) and Douyin.

Chinese consumers are not only adapting to but also expecting top-tier online experiences from luxury brands. Either good or bad, the quality of service and overall online experience can have a profound impact.

 

In response to evolving consumer expectations, many globally recognized brands are enhancing their presence and impact in China.

They turn to Wiredcraft for its expertise in developing digital products and services that not only meet but exceed the demands of today's luxury consumers.

From stages 0-1 to 99-100 and O2O, we have helped countless brands elevate their premium customer experience in the digital realm.

Brands entering the Chinese market or those without an online presence are at this stage. Wiredcraft helps these brands from the beginning, creating digital platforms that enhance their visibility. For example, we developed both a limited and a permanent e-commerce mini-program for Tiffany's 180th anniversary and set up LE LABO's first online store in China’s mainland.

Brands at this stage already have online platforms but need updates to stay ahead. Wiredcraft revitalizes their digital presence and improves interactions with customers. Our work includes projects for well-known brands like BULGARI, Louis Vuitton, GUCCI, NIKE, CHANEL, Breitling and more.

This stage involves blending online and offline experiences into one smooth customer journey. Wiredcraft builds these comprehensive experiences from the ground up, enhancing customer engagement. Notable collaborations include projects with top-tier brands in the jewelry and spirits sectors.

 

Luxury goods inherently focus on exclusivity, craftsmanship, and storytelling, which traditionally thrive in an offline environment where the senses are engaged directly. Digitalization, on the other hand, aims to enhance efficiency and accessibility, often at odds with the luxury ethos of scarcity and meticulous brand cultivation. So how can brands mirror and elevate premium customer experience from offline to online?

At Wiredcraft, we tailor our strategies to align with the distinct characteristics of each brand, whether they are niche players or epitomes of luxury. This bespoke approach ensures that every brand's unique qualities are perfectly translated into their digital presence.

 

For LE LABO, a niche fragrance and lifestyle brand, Wiredcraft was instrumental in launching its online presence in mainland China, ensuring the brand’s unique in-store experience translated well digitally. 

We conducted detailed user research to customize LE LABO’s approach, focusing on its signature wabi-wabi style, natural ingredients, unique craftsmanship, and customized services, all of which resonated deeply with customers.

We also crafted LE LABO’s digital experience to reflect the brand’s artisanal qualities and personal touch. We helped the brand present content that showcases the craftsmanship and shares customer stories, creating a cohesive online platform that smoothly connects with the physical store by facilitating easy appointment bookings. Find out more about our collaboration with LE LABO.

For brands that epitomize the pinnacle of luxury, consider setting up an exclusive online portal accessible only to product owners. This can further enhance the sense of exclusivity and personalized luxury, offering services and experiences that are uniquely tailored to the discerning needs of high-end consumers.

After exploring how to mirror and elevate premium customer experience from offline to online, we now need to focus on managing offline experience holistically across various touchpoints. The approach involves three key stages: set-up, orchestration and watch out in the long-term management.

The initial of set-up of offline touchpoints is crucial for delivering a consistent and impactful customer experience. This can be approached from several perspectives:

In each approach, the primary goal is to strategically align the channels to the brand’s objectives and the customers’ expectations, enhancing the overall consumer journey.

There is no one-size-fits-all solution; the advantage of digital strategies lies in their adaptability and the opportunity to experiment and fine-tune approaches based on real-time feedback and results.

In orchestrating offline touchpoints, logical transitions between each module, page, and system component (like mini-programs and official accounts) are crucial.

However, the digital world is full of distractions.

To keep users engaged, substantial effort must go into research to understand and harness data insights. This research helps identify and address frictions and seize opportunities to encourage and enhance digital engagement.

Maintaining customer satisfaction in the digital journey revolves around the "Three Cs":

Consistency is key: Even if the digital journey is interrupted, maintaining consistency ensures the brand leaves a lasting impression on the customer.

Key points to consider:

Transforming unique brand characteristics into captivating experiences requires a suite of sophisticated tools:

We strongly recommend employing customer journey mapping for a panoramic view of all platforms.

This strategic tool allows you to scrutinize the relationships and commonalities between various touchpoints, orchestrating a seamless and unified brand journey that captivates at every turn.

Looking to craft experiences that not only meet but exceed expectations?

Wiredcraft is your go-to partner, ready to harness these tools to propel your brand into the hearts and minds of your customers, ensuring every interaction is an opportunity to impress. Contact us.