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Features of Customer Experience Formation in the Luxury Segment of Women’s Cosmetics and Perfumery

Student: Pleshkova Polina

Supervisor: Alexander Manin

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Customer experience is a series of events that occur with customers in the process before and after the purchase, which are personal and unique. Companies and customers play a role in creating consumer experience in retail. Although it is argued that millennials prefer experience rather than material value, their reaction to experience from interacting with luxury brands is still poorly understood. Providing superior customer service is no longer just one option, but an expectation of luxury. This study presents a research in which the features of the formation of consumer experience in the luxury segment among consumers of women's cosmetics and perfumes were revealed through identifying points of contact with the brand. And at the end of the work, based on the example of Chanel, recommendations were developed to improve the company's interaction with customers at points of contact.

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