Technological advances can deepen the crucial relationship between customers and sales associates while improving the in-store experience.

Luxury goods houses are exploring new ways of using the latest technology in their boutiques, integrating it into the high-end human interaction and expertise that is at the heart of their brands, according to a new report by Bain & Company for the Comité Colbert, the trade association for the French luxury industry.

Scaling up this deployment will require a deep cultural transformation of these maisons.

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By Mathilde Haemmerlé, Charlotte Morizot, Joëlle de Montgolfier, Bénédicte Epinay, and Laurent Dhennequin