How to make value with digital marketing tools in a luxury brick-and-mortar store

This study examined the impact of digital marketing tools on customer visit intentions for small luxury businesses in the home and furnishing sector. These businesses are seeing a decline in showroom visits and cannot sell products online due to the need for in-person experiences with high-touch, customizable items. Management recognizes the need to enhance the online customer journey to boost showroom visits. Using a multi-method approach, a survey and A/B testing were conducted. The survey assessed whether informational, entertaining, and relational content influenced visit intentions, while A/B testing evaluated the effect of call-to-action buttons on visits. Findings revealed that entertaining content increased visit intentions when the brand's perceived image was positive, but informative and relational content did not. A strong correlation between perceived brand image and visit intention was observed, while call-toaction buttons had no effect. A promising strategy to enhance the online environment and attract customers to physical luxury stores is to cultivate a positive online perceived brand image. When customers perceive the brand positively, engaging content such as inspirational images of the store can motivate them to visit.