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Insight of the Day: Consumers want more from digital product passports

A recent survey of luxury consumers by Authentique revealed that consumers want more than just sustainability data from digital product passports (DPPs). They desire a richer connection with their purchases, including features like product information, certificates of authenticity, aftercare and repair instructions, warranty information, and resale information.

Key takeaways:

  • Opportunity for brands: This presents a significant opportunity for luxury brands to enhance loyalty and engagement through additional features in DPPs.

  • Top desired attributes: Product information, certificates of authenticity, aftercare and repair instructions, warranty information, and resale information are the top five attributes consumers want in DPPs.

  • Most anticipated product categories: Consumers expect DPPs most in handbags, watches, and jewelry, followed by small leather goods, clothing, and outerwear.

  • Top brands expected to offer DPPs: Chanel, Gucci, Hermès, Prada, Dior, and Louis Vuitton are the top brands consumers expect to offer DPPs.

  • Unlocking secondhand potential: DPPs can become a key lever in luxury resale by facilitating easier listing of goods with accurate information and enabling brands to participate in the resale market.

  • Early adoption advantage: Brands that are early adopters of DPPs will gain a competitive edge.

Recommendations for brands:

  • Dream big, pilot small: Start by considering how the required DPP components can add value to the customer and begin testing via small pilot projects.

  • Educate consumers: While awareness of DPPs is high, brands still need to educate consumers on the full potential and benefits.

  • Focus on traceability: Ensure that product information is readily available in terms of supply chain traceability.

  • Choose the right provider: Decide which DPP provider to use, which data connector (vision AI, QR code, or NFC chip) will be used, and how to communicate the benefits to consumers.

By focusing on these areas, brands can leverage the potential of DPPs to enhance customer engagement, drive loyalty, and unlock new revenue streams in the resale market.

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