Research
May 8, 2014
Digital is no longer enough, brands must go mobile
By Jen King
With three out of four affluent consumers turning to mobile devices to assist in purchases, their behavior and interactions with luxury brands are changing almost as fast as the technology itself, according to a report by the Altagamma-McKinsey Online Observatory.
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RpNzcoyxLRj+cQVDlyDF9s1cJ6p2dv59ClQEvkkGdvUHWrJeYJwNG9swSEYkCwBMeWTkhoOqJb1dO\/4J2TcfY1IhxYJGFrnSdqwOrXc\/FCQCrqClUdayYdEwKLnEUxyU+q3uJUPNbYnQjgvyUX4Le2LLjw0vyNSw+MiEFo3Qt3onM2S\/oNuJTpzF2MlhSVlasah1qYkbzrquFfGyatVhDyXJKO1ZCx8wr48hieuUr3zjFLQiSbeuEoFFWC4edwMG35T6ksMQ0wrzX++wESNy5fWDW54dSzf7\/ErnuO38+u+rb7IzH\/cc1jJ0sXEJzZY7uWsZtjslBZKenZXUZ2sexlOpG+9bcxG4nQqRnmwg2eGjnOZeU9EM+eeGKv0nyouY+0KM8vWLyHm31gbAr1X7HGk9M0m9LkD5SgrX+gIvv+xms5RY6FgcFhQktKrXfbs2UXw\/LCgfstJMtjYowb3ihgxa2mOE0xAz9kp27Rhf9CIsMRj\/ZiZWPCWXb1u\/fJpmWO60q\/5To2hDw\/nqcWrOR7D1ZU9\/DK3nxiqTkku21KkFQEMKfxtYuD60qXkmB+eXdjm9K\/lXxEFqIBNmlnG1VUSgwV9QgcXlPLaLAl8odB\/1OycH6vdV1baHKYkxq0Xn09aIao09IEGw56rFF\/ZOqTqnTrkjCz1lQ5dVzCQ0tqB3nYDJTRnLaA96StWcu6QPZ2Z0V3PLLF9XhzsPNjlftJoJtGDIvAAQoDqz3pPm9GQdlKdkIyEx64dfTr\/PYUUuR7Ys7AQBUnLeTVVSZohuxH5k1fUmsPccEJT3C+gScG9VR4hQFKnwoJKjgAZD+SbniyoLrSDPoFfwUQHpxMe2GiS+N\/bYY\/xQ8RIDAvAzk7r890YYoznUi5Y\/RNr5g7JbvaLFfogWWfy54EghWZxTnQXuFPnk8A\/DCw7OgYPc8EJkPiBATkGKGw4PI9WPuY23y\/kXk19HYQsm5u7HUosn8J5S1\/lmV5RVpSnJpU0ZbPkRSpwcs6AQ5XtxlmtK2WlnXN\/28FyiCpRFfm8bFEoVSmNap5nMwigrsD0Fl7NX4Y4HmBME8VWLcKmKF50RSTXRyqxC720Uq0NdqhL8GDRvbSa9RklQViMUdGqrx\/1XNztWLymhylUI\/QG\/E9sHlHtPVtTmK+Byjsu4B80bSwfBnUhyUARc5Pm3ay+g25HqVCPkP5WazHABLoS\/2F0McGAnkUmirWP3JKayEST0nLwI2PqWmzGK4JmB5tZJUUw0qWh8fjAhSZxkJRMLblcpWw36ynRRkNUKiJErSY4J\/ZMfMpsiAZdYOdKhzhZpl96msvm08InDw80\/10n4mUUruq5FhB9UcomCJziZwj58F5jaR8lJSnZlAFtJzvE\/\/5fxRW2NiF+Ecx6Yb3z95U4mWyRfXfgfIG26U9drW2TKNpqdw6gJ\/GLLFiv+nGGGqTc\/zYbzobe5LyXitaOf4JuXBuvN5EZ6TGwZy1lrwI80rDngbkijfgKqfNPZFnt8k3LaE\/9w0XwNnRA5M3BZ3qO5VbqyHXQGi+RADOpTORw6GjG1EW8Rl1bJIkQsPP0zjsM22wcOioxoUusglsIxrogpM300jPznR9ejSTuLaMy8i2wBY\/TjndZgASkhsR3WW4D7UgZy05LONRzwN34OU7Ps7m9F+cTWxPyOtXg\/YXL8xZgWHJPZP14CxW8HVQjosz5ZGV13WA5sQ3JCkFKoiP9O9dFsphT\/zSihf5Gb\/VlM2MNhQJ6oq0QDkkkLhWmdJUUOqZrBniSgE7tmW++0G8TiT6khzTdPthRsdj1Fn85P5ZY5J3dXCprEbIoGnKrPYBBrsueJSU0O1ex9\/ZOkdlRw7MfRQibooYvYoNR05UMKC48NAotiqAOv8x\/hc7fxjhCDuEg2fZ3Esvsncz46NWrQkI+t9J68cUGfK5FhjjjqjYWIaXKPXmfb4q4PvP1+DmIaIAyF43nqbIFmeFdoH+jpMAFJT5NwX79RXYdmcSRtPpjt+VlXwpkujhYo6hZGx0ZkVN4W\/4PZDhRIXtkm9o5sCnbB0Ja6XB2ntiYAogC92gqLN5ym83oV8QfteH2Z5oa7NNVT8WKgUP5snEIXbQPslqKGy34S+jA5F7wlDLS0qNr9wLycgWSNJ8TtEEZJgqm5fB9r8GGXVM8YxfbsbmEn4SLL6Vk+Bix4MwW1GWnT8xvSNm1NnytOE\/Xc6gV72Es8nyZHXyNzXXM7mR9FPSe19i6PvmGpkT3cEQmvqzo27h1jdvGfduUBmDBrSfNjvmVljt1FVdY1Wh9fwKHIURQ8iRn3XXzxe2mRzsJDa6HKq1yYr\/\/3yxOlcrwrkfuswgCu4aPS2Xk\/GsnhvQWEDsVLdWoOUn8VaRF9mq2wTVmaZxRTeE\/\/dPbNVOU6P\/01TIrjChxdyV3Q+m354H1+4i0n84uMjWw0mvDt7rt96X1oX2Wbj1Sc7biZiVsJTpfnEfo8MAoq\/bmMMS5EMt2Xwbs+YEROc6sMJgF2aOj8I5kmZdF++SVBYL05un\/r9m4WpJdvtGdINXYKqCMw+wYRWxi1cBM7sMOXA3zANLbF1+bcWq2xJKGm5dEqIdJpl6L73fOZ3efwyXIbaJCvIsblq17zF7NodMbjJRx3zlTSAvVnVZYmR+REujgdxNB7Lv7at7W0BsgpmO9hEC8p0PoMAXtHV0LgaRs96tPSbp0eMwwEJJxl86qLFA0\/fNQAhlk2UmGOUjTceOYu0Pl1kQUE5yhoCvAApU4CnIiBAlC54tb50PkstAOfT208uGIBEtA7eqgMHn3Es9Gd01IGEyYiCgVfTCfkVZGqDSQcctGivv9hD6jI3bIWvLqsLYH76bxXeYMjlRX7VkOUddGj2LgGuEpg0qpNnG7tbonLXO5TyI0JaOvEP4l1r+Ht3w41xHZ0S+ihcZsxWvcvOxDV4Q0xCYzcbDhgyJTW2dNggLVw2CTaFWEJRHyLhVkbY1UnFZIKqqCfKpKHRB43lz+8s+bSUmkDs7gUFlWbc6fzC3s0gshLvyFUdodcIMzpt8vcSRqzZHUHzbVwuuONl5U+897rUK9T8LlF4t0vMrMd6DiQAOr5tyWbRFu5o58z0AKDujUobNhxVeUiNcsQi3RY8mEhvrWomIsyEdHWUkMgUyc1yQBl6R+2e\/BL9LP8amSHdaPB8lQ5QExaq49qEL\/0HgTWUrckCkkh0Z80M0B\/F3AqsL7wbugwTzb+YUXNqB2REKGKyMqijPq8nebp0VifERyFltNzxuMxM7yJIAFlY6wQeoTaXSvrvmLGKz80IclYmnDvnKRrVQx2S\/ovlmVzB56YVR\/oGyAXLGiw5d7rGuuhyV4eA\/0xWfa+fknlUe0BMCNuUYyfrHd0z7di7t\/0USPFon7W9mxWV1vKSDW\/KDaJpa6R2vAcNp6di7EgLR\/enIrU8dYouu5i98NLJh+TJllWbRaWabaHzToN13B3D8A5woJtG08PYG9bZUZ\/HpPvH+mlCzzs6LALj2fVjNkJLApHszr8Fv9n05fb+1wkXlPmV8IUFKRFwiKhBmr8VA\/gmTSoYqFWYqjGOt+RCMcSwpmWsQel0gJrsf5zgYHS9\/y2QgqC4l\/hjwD3izr6AeiRMJcCD74JfDRTGvneZISnZjs5Mx7i8pEmibREkEJnsPxLcp5tLIYZyQsJB3OnG0EgQ3qOnYeGGZduU+qHt6naAPQBkm3sB\/n0e4P4\/q80RSdre91jvoLND49TqNLxlimFVQwCZ7COT80RV1pVHYlDTYExuKEdEnhFf8zDK8ntUpJ2lqCKwA1vUPgNRAeMv4xWcsENdFgdlmPs7SFVM0DvWoJK2xAxD0Hk82Hquq6EY50r\/d8oaX3p0WKLjBNxj97QP5FFId4w43tduvVDz8TxdVI2Zgaltpg0+saozPKAhHLlSkeV8HyC1M\/d3PEyoPfjLf2Q3+ErNIQPsK1Jd4zujdvZ0oEidNxPB6p2BbsgLL8\/qNkbDuinARga2tPLBJsAKWw\/bJZoDPfjI0EiurQRh5+3PBu+625f6bOfZGY3VANqaoUjUD1FpAczFT5j2k1UYHl3F67lnE4f2hNm75gkbPIg70+fccZKYA7wl3Lj7JuuIEFROMfAHh0kyP9WJ9bvG1nUa5Dq9tDtXbKaqJ4JkX5Gd8nh5FXuAOFdDjnrvHFfMVnvlagbmTzC\/\/3Yg9y2RLOk+spP0qvBySG5tyvUgvflEhRaf4eLDBBMAaTFrgKu0J6GiZ1AVeOn2QJVYhMftDkCXBszTkdcV2QAfyo87veD72CBUsF21WF573p5JSCxtq9AOi5EIvI2KQzYC+PFoJFzxnAdyPwbbKZYpKnuXbP2RIqW5Ei+xhp3EZVhul67JDjgXPb2W5ULuWx8gNeto\/M3qT6UB\/eHYT6XRx6aSHo1JzAbdvfCS09IAmAKX2Uzm4JIulDRXwXp3+a6pbS0pFtvXrfRo1Cro7Tr70Kgn6CB6F4ljJ\/DJOeu5MAFs76V8uTXGnkE65MkcBAVMwexmoOTQBQpF3mdr+8mBKAAGobkcMrz7zhNUYSGzK0HmZQ4nAhrar59VhaJ9sYqxPo8h2ipUsaOnTWAuQBYWv7XxJCybu42PYY07OiYA81LBYxWUDWeSZEWeOawF0wTYIsGda0iHbvEVhvPzAVdKed5udyLSMUw+YYch\/kJ3XwfvfmOmCzkM8jyq9tsR\/+1tGzwBgchb3b3sBbQv+eA6boi8KvzQCC7DHT8je4uAvDLVxDsLT84H2m1R9\/ShirOw0DZzlHH\/6zxgUs2q1EnQmwAGn1wzuZPKv9gWiwBFPoaljSFQkWNxvMoFRFS0UvIlzayzeR4Qxcqu1JLLiaUyt8CAT0wcFR6vG81qzQ\/XW5wlWnS71iF3yn5BIFi5U2TlsP8v1YXTOP5feqjN94xsAY+NhCGqKiXYe9F2EoKF1j94t7kNK7oHTH6njW\/dEgOhPYILolVHsuMFZNdChzhUBI26wIbjb4JIr9qQ9\/HNzyK6RvYkZSI9m1AABb9td8R\/N5oB1Bgg8zpOa4utetV3WW94vSHPVmEBw2fMFpeAc9CjzdaApEt+NloNykfgEbGLXEmZKIf+iT\/BdfyUpYEuD6LwEBY94SaMEcU1KOLdMx4iBnANOWV0hzvlP++GucOTjBH0L2BktdkeH53SsJarg\/Aeq4lNRokuqomndRrzqwgkfItEV6eBdm8EdV5zK3zoOsAKQpjIaQ276IJf3EnAUD6fazfruICpUIRPZqr4LIndUpBSQMoUVIb3TEG7K+OnjcvpcRcYlOpp2Fej9IL\/GqbQazko4WmKcSBD513KeYGIpctjEkcxFuxZQ4AjJ30JAmyFNOoCqdJPuWtdWEkjd+mQtkEBMZffHYETcaQvlpyZO6obTpRifckPtX5ziFbR8x0Izpz+M7Anxxy9CShDrkLXSPItUntXHcLtemoEMh4qfZ1AcEJDqTOG+\/2IOla073oFCt5L0bWTLAJH\/yNESCCCOQsIDwGZA2gxLkp4e6S500ll+Xdj6rkhNdNWyD\/HMqlUXJb881quDEnEN3IHxmjmxhlkgTj14TWaSS6agioooaugNhZC4jVAVevhzO2aQYyJ\/xkyGXGaUiPSgN151+cqBSgVdCI0QVHyZ1Ox0a9yvH7nPjxgPmXbXp8JOsSqzWgVeLanz6vIvb14px36FIMKenTA44ha969xieCAZHRmaXUB8238aKWhJscsIfLWF4WYS+wLq0OMJXz9AUcLWd57KLyf\/zQKkzFrcKt2ofO8DKIxFXRN\/Um00h9UizK\/FL7Fg1jSIwb73uhpCNqcPlXSn2adcTJjISOkdhm5ldiSGaKm9DXlKPwjq859kaoL\/i8omI49lNA6eJujWXem\/QvnbnMmBQ9IldZWvpNNIfzQ20NohzO6zGyRhiS8NbmHowH1dEOtfDX2eBVv9A0KVp9pKNOMIJjAbvHhhoFQJaKIsFxtPzo6Xi3Eo13QlIV2AHJ81VKYUnQIq8GU923Pe\/mskS8cz8QtdouDaY4EOKOhPsiY1vnSGuocj03Ej9fokv6iLRhR9\/2Uu3iQt3MgHQ2\/EnO6\/EM16Tt11EvnWYOQtSXC2cumFeUEsFwhGiFPfauNpqs6A80EJAeh+d3pTBC\/hWBtmJZMqO3IU8psHLt5oumGz4OOFYbwGqgeJ9QMPH9WuzRXkRXpPW7IkMWdW0KidpSupdBoCtPqg0w1PFJhINqQDunHkE4ltkKuVi8sxostQT+4Yyzq+mk3fhcexT8fErbS35EMKUpeyk4SiLmDXxBHBe9m4sJi0iVTfFdnzCAtahwKA8WqAXI96oDKiGO1kgQYT5vBZy1uT3y8kUlhpDX4dpmuW5aWT6aY3eWoIE6h2+MgBsj9WgHBYjTyLu2GrsR6T1tDjYTqf71SiykY4hCjXeBeQngzzsW7Cw1nQsCOtP94amZzU0YLAyyeaTTZ6vu6M8SYcjvDse50EA1\/qtGhpIwy15UsvxV8mPPbsdYQKJ5RJ5CazxJuunaWj3qnPw3N6vQNMZB+eJmmLNncqhJORF06io6VYA8pF8K+f5nILLqX\/xMSPdnlkq0\/U8WqL5b\/fi0C4iwOhPLgIwCGmWkghi8HYsVKEbbyijGw6j1x4zBipWNtZNXyGpR6suLV6qItvzxWSyrhxL1fP+2hr4FphElqX5cgu81ACnnG03zNMObU4GQkcVGbhjszCEi5sRnCt529njhqOxRdPXSgCgJEbLYneR4FbHS6FEU9d4R2fHdVDkVDDhHPwbMA2lfUKdQn0BBfHlpcMWnUAH0PxK+9Kq4taXG\/ebvgAIVFDH\/eiRCF5b318YOHjbCvUEtRLWH2gqK4FTgBs9dY95q468V8hOJEQCILhKQx7BCDLr\/s0HEikNMmfEj3iXxv+c5LgqELzc8ZQkoyiOPRh+pgp\/RnRGvXgusgu3uH4tSnPdsge+tVXBf8tep3S03UAVFPNb4bio\/nZxCZZwB6yUseszzptgvOIKaMbJ7swZYPVw91AVmzHkB4d6REaxCUVYJ041T7sfVpv6xf+PboP0h9O6DogmNwzBg54GKgnOajcKVLgUmDUw4ZMq0YnQAdiYyVHmZDbDmGyIzjOA9Qdx+r2tgwPq5MkeqmE01XHo1tBrdqM9+bNEOBVdXQangx\/49La27UtUcoQLsguoSqq89\/ESd9sD2upmK4SbAn7IQfL0XSs797f6SUCFATu6f2Yzi9H2S+Uu1k6wKM5Dr98efBa8b+OjhSjnYgrSgvA8tg6KKQNawTUunnb0d7\/JWsetufBuG0vwvHKBf51qn+X6xvyc7C963aTLLHYs5s4kRDTU543qrhdcBmrt3RZOwNk5jy6slhcOKhYIeaWPIdKyRa4MC7Kd\/V9nTpM+6S4kEfWFrYTZtjWAZDIdoavlv56eD7UFUN4Z9ex3ZK2vIwFXInKA4TWXXi1QeAWHtcJa1hbrHysCrrJvFwqHCkW0jJ6+ZMYcnlTwaCuohfmUDHwqFsxQD38IBVj9tWIhSlIzI8pl53gETOnEJBKWtKhqCr9xHYjrOgQU2PZPo9pB1eZcAMJ8H55OMiVlIeChzebaOdl237H7T6Pp7BYhsE3e2DSP+79WzxSdj55xx58\/PhxWvYuxENW1To05sLBs\/7TY2RhauJ4UXjXO1518B7CsDhAUP9IwV\/fUbKpCiJj+STz8ig90M7k85UjpDHMYW6itBV12fkMdlEg52gCJjb+3MST7p0wGYdWW3m+ChH90oxDXatKk1N5z7kMwz97+RZ2yLxFS84vvrLshJs0agmUZdwes6prDN+JOm3s6Ck8en4YMMQQy0OyQ2mWFeIMnfp5x4juPq+FUZlc7rlf2NikR\/GE5MyxpXigOUza5orkDFYkW24IlJhuQPYOP\/4Ut3zHi5gNsjanaIMTY06m6lFuazzhSpJy5nOo5MIgYMuW2sHYLG4UoiktACgUpXt4t1fU6I1DYwMloYGi\/3fGsmqU+4G6Yc1EoklbkZCOR7\/SkLSVD7bxJw35Hlr2KKDKcTrxYKj7AP8FJgqTXE3m4FRnmHqxOUz51ZRhgi+20iB1esXEoD04kPG5weSp2j0X\/dyzVTcHLRTkrSoGdkyswyPQ6PTi3Vr1ZVVmWN1f3ASY8Q6zjJ0HcX\/OWgGc09Qzkoi6RrfzLVtJhyyght4r2l8+bU2WDMt9FgSRSU2n7IBTZnp1DHh9xrAwMvXXLylPvqMqQJFP4WSEf+m0fGG49Y1vVAddml5phlFvmc5\/b\/PJgRH9WlIV7hC21AEPDeQ2SE7K4EWYz85AoaXpvr8jrn+1E1DAU7QLVjFI\/3zxI9o8uTpTFrlTs5TeLyWJ4Yr52bX48RkwMGchFQS6yBxRHvYKqunwequinGOmmAsfW0mQYM\/2cez38DvMpKapxy0SQSUHfDrl0ZWiPYgcnfg2uabRUk4OH8Pf+py+t8C4LKpY7tCkF7FEjb7dr5r3oVe0Uy\/d772vkHZ2kV9PU58kUKmnMmUCcDPX\/99pgbv7CVGvInc+Hg1cjlLRQhgwg8OnjdS4o7dFQ3SzO2U8cnHD6exm6Ihprl74MXSJaqRKlbm5aTQgValpvXkcQIQtXXHc8IBQHEb1H1maiLPL8JifI5gL6hdQkOywp+j\/Zd9TWQCaPmvYDINEw6yrR96QYB2dlOFTdzzcRv6OTj3mvm+l1P8xm38c2nHYmlEega5CD6a90JEsXKw7rLgsKlg3LUUqpzw01PSChedHmLCl+u88EaCwY+I\/IpwtzkQSQkF1gqWpjEgHOMcuQGG70a7DRF377x4IpsM+ahlVqwJuio3YD7WXVHwjnamBbe5L3iqMEN9bYxmb2jCQuWDKyuab4U12vVtokFTh+qHfHNuygOSV2QbD1BqRhwYTQ89J6nhCd8vpqKZX2fFCM4HIwV+8uuxL3NcZZWb9SefBe9WqfU3g\/k9PZ3K7yB+mhOl6bDXD+S1r0ipxTmS+2ncCKNv2UcE+vqN0NcZaWKGFvNwdjvuLlSjLh9YoI30lyumvNcM5GM0JsGbolPleiylhIPRy43ozxiyvqot3epGkcrPvzAD8JqSRXDN6stQs4v3CRZPiTzteqlNTjzi3K4LwWgnDSzB5Wdd4trk7opVtgCkcLHVErjZw18dNbF9sXKIkY++eE\/j\/Veu4xUCV7s7VhOvfclmaU7yU5j3xzTXNvwxLd6XEQjHVCFqiWQLgTmAAe+b9rjdtdzWk1V6q2\/qcwupCGQy+g7oI99MrajErS27YffpORA448OZw7dt\/U1XDT\/f7HHrD4HtFMNORFGTY35kvReIGjMvkDBLqCS7VBXTgH2peZwolOYrXu8h7SU5Tu6ILmH8sdOKAkQ19RwTejdEI+aKpP4\/A70vwABs8ipD6GRW+lhOi0nRxN8KWUegWI1WCYgkdR6BCuZylXMv","iv":"f9e091e0376ddadef18b7efb51fbb99e","s":"3af1b19e384e58c5"}
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