Luxury journey map: the 13 touchpoints where purchase intent gets lost

In luxury, 70% of buyers are dissatisfied with the in-store experience, and 90% find brand experiences indistinguishable from one competitor to another.¹ Yet between an Instagram story and a private consultation, your customer moves through a dozen steps where any friction can make them walk away.

This map lays out every step of the journey, the real tensions at each stage, and the questions every retail leader should be asking before losing a customer they could have won.

You'll find:

• Where the most costly friction concentrates across the 13 touchpoints,
• Why 0.85% e-commerce conversion isn't a digital problem but a journey problem,
• What advisors need before the first seconds of a consultation,
• The post-visit steps that separate a transaction from a lifetime client.

Download the map and identify the steps where better orchestration makes the difference.

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¹ Bain & Company × Altagamma, Luxury Goods Worldwide Market Study (2025)