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WHAT YOU NEED TO KNOW TODAY: THURSDAY, NOVEMBER 10, 2022

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The Future of Customer Engagement in Luxury E-Commerce

In a recent BoF Live event, Kristin Maa, senior vice president of growth at Saks Fifth Avenue, joined Lydia Pang, chief executive and co-founder of digital strategy studio Mørning, discussed the new winning strategies for companies to attract and, critically, engage luxury consumers online.

"I think the future of luxury engagement is going to be about customisation that is dictated by the consumer, so a customer being able to express themselves, give feedback and have more control and input in the way they experience brands, rather than brands pushing a narrative," said Maa.

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