Assessing the effects of customization on luxury perception and consumer behaviour: analysing the differences between in-store and online shopping experiences

During the last years, the business environment has been shaped by the increase of modern digital technologies, that forced companies to start selling online. The development of these new technologies led to new shopping experiences for consumers that can now be either traditional, offered in a store, or digital, offered online through websites and other online resources. Particularly important in these new shopping experiences is the product customization, that companies consider as the perfect tool to both differentiate from the others and respond to individual customer needs. The phenomenon of customization mainly involves luxury brands; indeed, they can maintain the prestige of the brand and, at the same time, engage a broader audience involving consumers through new innovative tools and experiences. The aim of the present study is to analyse the differences between an in-store and online customization shopping experiences, the effects on consumer’s perception of luxury and its behaviours. The empirical research has been carried out through an online questionnaire in which respondents undergo two different scenarios representing the online and in-store experiences. The advertisement represents the opportunity to customize Tod’s shoes online or in a shop with the claim “The shoes that define you, for both women and men. Whatever you imagine to wear, you can make it yours”. Through this claim, the company highlights the possibility of creating the shoes that people want, choosing among a wide range of combination. The results emerged from analysis highlight the relevance of in-store experience that leads to a higher customer involvement respect to the digital experience with positive effects on luxury perception and brand authenticity, consumer’s willingness to buy and Word of Mouth (WOM). Consequently, theoretical and marketing implications have been defined.