Option two aligned expertise

The aligned expertise strategy identifies e-retailing as a major source of the core competence of luxury brands. This strategy indicates a high commitment to the development of e-retail. It combines expertise in offline and online retail strategies to produce a continuous outstanding experience for consumers. It recognizes the internet as a key sales channel and gives it a prominent position alongside offline retailing in the company's overall strategy. This e-retail option is capital-intensive and brands that adopt it must invest in technological expertise for integrated retailing and customer service management. The overall goal of this strategy is to provide a uniform high level of satisfaction through integrated advanced technology, whether the consumer is shopping online or offline. This is the most ideal e-retail option for luxury brands but unfortunately, at the moment, no known luxury brand has adopted this option.

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