A superior customer experience has always set luxury brands apart. As online retail grows, premium delivery services are helping to close the gap between online and in-boutique shopping to ensure that the hallmark of luxury – the exclusive customer experience – is maintained across all platforms.

Adding luxury to the last mile

When shopping for luxury goods online, customers demand exceptional end-to-end experiences. From opening the website to opening their front door, they crave and expect exclusivity every step of the way.

The delivery process is an extension of a brand’s identity, especially for luxury brands. But the vast majority of all online luxury purchases still use standard B2C delivery services. With online luxury retail growing fast, it has never been more important for luxury brands to transfer their exclusive in-store experience to online shoppers by offering premium delivery.

Matching the prestige of high-end products to elevate the e-commerce experience

"We recognize the unique demands of e-commerce within the luxury goods sector," said Assia Belkhodja, Head of eRetail & Fashion Europe, DHL Express.

To meet the exacting standards of their clientele, luxury brands need a premium delivery service that lives up to their products. That means effectively elevating the delivery process to the luxury level so customers feel like VIPs after they click the BUY button as well. Based on our work with luxury brand leaders, we have identified the four features of this distinct tier of service that can enable luxury brands to leverage their brand experience to grow e-commerce sales.

Timing

Timing – especially flexibility – is paramount, with options like two-hour delivery windows, same-day or weekend deliveries to accommodate busy lifestyles, and the ability to choose alternate delivery dates and locations.

Boutique handover

A boutique handover elevates the unboxing moment. Products are delivered personally in luxury branded packaging by uniformed couriers, with the added bonus of personalized pre-delivery notifications.

Sustainability

Sustainability is another key focus, reflecting the growing environmental awareness of luxury consumers who expect eco-friendly delivery practices like green vehicles and packaging.

Effortless returns

Finally, premium delivery service ensures effortless returns with streamlined processes like label-less and immediate return options. This not only simplifies the customer’s life but also enables brands to participate in the circular economy.

Leveraging the power of premium

For luxury brands, premium delivery is the key to closing the gap between in-boutique and online experiences. To truly harness the power of premium, luxury brands should consider taking the following steps:

Identify target customer segment by basket value, product categories, and expectations to help determine whether a concierge or premium delivery model would best suit their customer base.

Leverage technology to create a customer-centric experience at their doorstep, with options like real-time online tracking, flexible delivery time and location, delivery notifications, and enhanced product authenticity and security.

Partner with logistics service providers to co-develop brand-specific premium delivery solutions that meet the brand’s logistics strategy and broader business objectives.

Luxury from click to doorbell

Ultimately, incorporating premium delivery services as part of a comprehensive customer experience strategy will help luxury brands extend their exclusive brand experience, drive long-term growth, and truly set themselves apart in the market.

As e-commerce continues its rapid expansion in the luxury sector, brands must recognize premium delivery as more than just a logistical upgrade – it is a strategic investment in maintaining their premium image and customer loyalty.

"In this dynamic industry, our white paper aims to provide valuable insights and recommendations on optimizing the logistics of luxury goods to enhance the overall brand experience and meet the evolving expectations of discerning customers, leveraging innovation, and keeping our focus on sustainability," said Mirella Muller-Wuellenweber, President eRetail & Fashion, DHL Customer Solutions and Innovation.

This story was first published on DHL Delivered and was republished with permission.