The report discusses the shift towards digital luxury servicescapes in China, where luxury brands are challenged to recreate the memorable experiences they once offered in a digital environment. The servicescape framework, introduced by Mary Jo Bitner in 1992, is used to understand how consumers engage with the physical environment of a store and interactions with service staff. The report highlights the importance of knowing your customer and serving them in a luxury servicescape 2.0, which combines offline and online retail. The report concludes that there is a significant opportunity for luxury brands to enhance their services and offer them to a greater number of customers by leveraging China's advances in data and technology.
