It’s fair to say that consumers who buy luxury are generally tech-savvy and they research about brands and products on their hand-held and Internet-enabled devices. Realizing this trend, brands have invested quite a lot on their digital platforms. Studies have suggested that most of the consumers research high-end products such as automobiles and premium watches on their devices in the comfort of their homes or offices. However, when they have to make a purchase of more that $1,200, they like to feel, touch and experience the product. Brands have to maintain a fine balance between digital platforms and physical stores. What can they do to turn these digital explorers in to buyers? How attractive should a digital platform be and what it should entail? Will this trend grow in the future?
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