Digital in luxury often looks like progress — more content, more storytelling, more personalisation.

But when does it start getting in the way of the experience?

In this episode, we explore one of the most common tensions in luxury e-commerce: how to build a rich brand world without disrupting the customer journey.

From autoplay video to layered storytelling, the conversation looks at how easily the experience can become overcomplicated — and what happens when it does.

We also touch on personalisation, and why more data does not always create a better experience. When overused, it can feel overly familiar or out of step with the brand.

Finally, the discussion turns to the economics behind digital growth — and what it really takes to scale e-commerce in a way that remains commercially sound.

If you work in luxury, digital, or e-commerce, this episode offers a clearer perspective on how experience, brand, and performance come together.

Listen to the full episode here:

https://www.luxeconsumeriq.com/podcast/episode-01-theresa-austin

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