All sectors of trade and of the economy are facing more or less to the massive development of the digital technology. The industry of the luxury is not being spared. In this sector where the human relation between the seller and the customer is favored, how to integrate artificial intelligence into products which are naturally very far from this connected notion? One thing's for sure: the buyer of the 21th century is more and more demanding. So enriching the relation with clients, anticipating their expectations, while maintaining a personal and human link is all the challenge of Big Data that must make itself the interpreter of the desires of the customer.

Behavioral data, purchasing history, satisfaction survey are so many keys which will allow to better understand the needs of the buyer. So, in a concern of personalization, the group L'Oréal already collects  named specific data through the visits of the customers who buy by internet. This trend becomes widespread in the prestigious brands:

the idea is to address individually every customer, but without ever being considered as intrusive.

It is a question before any accompanying the customer in a unique and exclusive experience, of valuing him and making him feel the feeling to belong to the same family.

Following the example of the group LVMH which proposes to its most faithful customers experiences top of the range in domains such as the oenology, the jewelry(jeweler's store), or of these hotel chains top - of range which exploit the data of consultation of the customers on Web to anticipate their desires.

Big Data, in the industry of the luxury, aims to be above all “smart "and "small ".

By INI Consortium/ November 2017