Most of the luxury buyers are well aware of the brands and products they want to buy, and the onus is on the brands and retailers to create unique experiences for customers. Both physical and digital experiences are important and there must be a strong connection between platforms that are true to the DNA of brands. From watches to accessories, this idea of building experience is strongly embraced by ultra-premium products, such as automobiles. In the UAE, Rolls-Royce, Lamborghini, Bentley and Audi have created unique retail spaces to enhance the consumer experience. What kind of investments are required and in which markets? Who is making the investment – the brands or their regional partners? What are the incentives? Is this sustainable?
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