COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Neiman’s 4.0: A Strategic Roadmap for Neiman Marcus' Integration of Intentional Data Usage to Build Relationships for Long-Term Success
Creator:
Burrows, Lawson
Subject:
Thesis (M.F.A.) – Luxury and Brand Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Brand Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
“This study explores the Neiman's 4.0 initiative, guiding Neiman Marcus through a transformative journey in luxury retail by leveraging data to redefine customer experiences and foster deeper relationships. Focusing on four pillars—Relationships with Luxury Brand Partners, Existing VICs, Sales Associates, and Future Customers—the initiative utilizes data-driven insights and emerging technologies to drive revenue growth and enhance brand reputation. Key strategies include cultivating exclusive brand partnerships with RFID technology, launching a VIP members-only offering, empowering sales associates with personalized tools, and extending reach through virtual retail experiences and in-store body scanning. This comprehensive approach aims to set a new standard for personalized, immersive, and unforgettable shopping experiences in luxury retail.” –Abstract
Keywords: Neiman Marcus Group, Neiman Marcus, luxury retail, customer experience, strategic partnerships, VIP customer loyalty, data-driven insights, virtual retail experiences.
Keywords: Neiman Marcus Group, Neiman Marcus, luxury retail, customer experience, strategic partnerships, VIP customer loyalty, data-driven insights, virtual retail experiences.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2024-05
Format:
1 online resource: 1 PDF (Thesis, 326 pages, color illustrations, graphs)