OgilvyOne Worldwide hosted a jam-packed session today at the kick-off of the National Retail Federation’s annual “Retail’s Big Show” at the Javits Convention Center in New York City. Led by Giulia Callegari, Head of eCommerce and Luxury, OgilvyOne Asia Pacific, the panel discussion, “Beyond the Sale,” addressed how luxury brands can unlock their organizations to deliver the true potential of customers. Augmenting the agency perspective on the subject, Matteo Alessi Anghini, CCO Europe & North America, ALESSI s.p.a., provided the luxury brand viewpoint, while Shirley Romig, Former Head of Corporate Strategy, Hudson's Bay Company shared insights from high-end luxury retail brands such as Sak’s Fifth Avenue.

1. Beyond the sale: how luxury brands unlock the
organization and customer potential

2. Shirley Romig
Former Head of Corporate Strategy, Hudson Bay

6. Matteo Alessi
CCO Europe & North America, Alessi

11. Giulia Callegari
Head of Luxury & E-commerce, OgilvyOne Asia

14. $33.18 $25.63
“Brand switcher”
Low social media
influence
Unwilling to
collaborate
Repeat purchaser
“Mummy blogger”
with 1,500 followers
Willing to co-create
with Brands
Angela Jennifer
Total Customer Value

15. Profile
Communications
Engagement
Network
Profile
Engagement
LocationDevices
Behavioural
Purchases
Network Size
Influence
Content
Comments
Likes and Shares
Extended Profiles
Brands and Likes
Profile Photo
Cross Device Use
Technology
Geography
Beacons
Content
Products
Transactions
Samples
Demographics
Geography
Contactability
Transactions
Samples
Response Rates
Marketing History
Channel Effectiveness
Digital
Contiguous Customer Data

16. Virtual
Physical
Emotional
Customer Journeys