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Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
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My topic is the influence that technology has on how consumers experience luxury jewellery.
I investigated Baby Boomers’ interest in experiential digital levers, traditionally tailored at
Gen Z, in Italy, a lucrative market abundant of older people. Through seven interviews to
Italian Baby Boomers women, I created a Positioning Matrix benchmarking selected digital
levers against the in-store experience, Baby Boomers’ still preferred method of purchasing
jewellery. I subsequentially proposed a way to bridge the in-store and livestreaming
experience, identified as the most humanistic and easy to interact with digital lever. The
implications of my paper are both managerial and academic.
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Digital Baby Boomers Jewellery CEMS MIM