Luxury ecommerce strategy | Alexis Katsafanas on customer-first thinking, brand identity & growth скачать в хорошем качестве

Luxury ecommerce strategy | Alexis Katsafanas on customer-first thinking, brand identity & growth

How do you evolve a luxury brand without losing its soul? Start by putting the customer first. In this episode of The Ecommerce Toolbox: Expert Perspectives, Alexis Katsafanas, Head of Unilever Prestige, shares how the world of beauty and luxury ecommerce is adapting to shifting consumer expectations—without compromising brand integrity. Alexis dives into the art of balancing experimentation and data-driven strategy with heritage and brand authority. From personalization and discounting challenges to cross-brand collaboration, she reveals how prestige brands can stay relevant, profitable, and deeply customer-centric. What you'll learn: What a customer-first mindset really means in luxury ecommerce How to balance brand identity with fast-moving market trends When to centralize decisions vs. empower individual brands How to personalize without diluting a luxury experience Why experimentation is essential for long-term growth Strategies for discounting in luxury without brand erosion Where AI, automation, and human connection intersect in luxury CX Timestamps: [00:00] - Intro [01:14] - Alexis’s journey: From Nordstrom to Unilever Prestige [05:23] - Meeting customers where they are with a customer-first mindset [08:07] - Brand vs. market: Finding balance with data and cultural nuance [09:35] - The personalization challenge in luxury ecommerce [10:27] - Centralized vs. decentralized ecommerce strategy [18:44] - Managing discounting while protecting brand equity [19:55] - Preventing brand dilution amid change [22:12] - Looking ahead: AI, automation, and the future of prestige ecommerce 👉 Want to protect and optimize your ecommerce experience before it impacts revenue? Book a demo of Noibu’s ecommerce monitoring and experience analytics platform: https://www.noibu.com/free-checkout-a... 🎙️ Produced by Fame.so 🔗 Connect with the guests: Alexis Katsafanas:   / alexiskatsafanas   Kailin Noivo:   / kailinnoivo   #luxuryecommerce #ecommerce #customerfirst #unileverprestige #digitalstrategy #brandidentity #personalization #CX #ecommerceinnovation #noibu