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11 Experts Explain How To Improve Customer Experience in the Future

Our team has been talking to experts in the world of European fashion and retail technology to learn more about […]

Our team has been talking to experts in the world of European fashion and retail technology to learn more about which business trends to keep an eye on in the coming months. Brands are looking to stay competitive by involving more AI and eCommerce technology into the sales strategywithout losing the personal, luxury touch their consumers love.  In this post, 11 experts in fashion and retail tech share their views on what consumers are looking for and how brands can combine creativity and technology to improve the customer experience.

On Loyalty and Customer Experience

44% of customers expect strongly established loyalty programs and rewards. Another interesting number is that 45% of customers ask for personalized products and services!

Roberto Liscia
President – Netcomm and Executive Board Member – E-commerce Europe

When building the relationship with customers you need to go beyond transactions and build upon experiences, exclusivity and advocacy. Björn Borg, one of our athleisure clients, rewards you if you go for a run. Luisaviaroma.com, a luxury fashion client of ours, invites you to exclusive events and gives access to private shopping clubs. These are all great examples of how fashion brands and retailers can go beyond rewarding purchases.

Zsuzsa Kecsmar
Co-founder – Antavo Loyalty Management Platform

As a channel, mobile is becoming more and more important because it is seen as the connector between online and offline.

Leonardo Pecchioli
Co-founder and CEO – Keros Digital

On the Democratization of Advertising

A great deal of opportunity lies in exploring the creativity that everyday customers have.

Lisa Targett
UK General Manager – Tribe

On AI and Unified Customer Profiles

AI takes away some mundane tasks, opens up more time for customer support teams to focus on what they do best, 1-on-1 relationships… Brands can avoid AI compromising their luxury status by testing and really putting their foot in the ring.

Kelly Kowal
Director of Digital Marketing – Farfetch


Using AI in the fashion business is great for unifying customer profiles online – offline and to “marry” the two.

Alex Loizou
Co-Founder & CTO – Trouva

On Innovation for Italian Fashion

Adapting to the new digital world is probably easier for smaller companies. Italian fashion brands and retailers need to strike a balance between tradition and innovation.

Alice Carli
CEO – L’Autre Chose

There is a need for an innovative structure and, while having people who can internally support such innovation is a must, there is also the need to outsource.

Stefano Orrea
Sales and Marketing Director – Patrizia Pepe

On the Reign of Amazon

Italian fashion shoppers like to buy from Amazon more than in other countries, with 49% of Italian shoppers spending 26% or more on fashion purchases on Amazon! 75% of Italian shoppers like Amazon’s recommendations and 21% rank Amazon as highly fashionable. The reason? Well, Italian fashion shoppers like curated customer experience and with Amazon’s heavily customized recommendation system, they’re providing exactly what customers seek.
Advice for Italian fashion companies:

  • Implement or optimize loyalty programs
  • Omnichannel is a must
  • Online shopping must be fun
  • Beat Amazon!


Lars Feldscher
Managing Director Astound Commerce DACH, Italy and Member of the Management Board Astound Commerce

On Placement

You can expect your customers to know more than you do about your product when they walk onto the store.

Gavin Williams
Director of Product Development – Farfetch


Brands can no longer define where customers can find them; just where they cannot find them… Smaller brands in the Zalando marketplace are being admitted to top spots next to the big ones in order to complement the experience.

Dr. Carsten Keller
VP Direct-to-Consumer – Zalando

The Wrap-up

While mobile and Amazon are still on the minds of retailers across the continent, so is the art of creating a curated, AI-enhanced experience that complementswithout replacingthe personal brand touch.

Are there any trends that you would add to the list? Let us know.

Zsuzsa Kecsmar

Zsuzsa is CCO and Co-founder of Antavo, listed by Forbes as one of Europe’s top 100 female founders in tech. After acting as Antavo’s CMO for nearly a decade, she took over the role to help the company’s clients. She is also a former journalist and has been awarded by the European Commission.

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