Digital luxury marketing has moved beyond traditional two-dimensional websites and basic customer interactions. Today’s consumers expect immersive experiences that evoke emotion and build lasting connections with brands. Cohan Leon Daley, a digital technology expert with nearly three decades of experience, has been at the forefront of transforming how luxury brands engage with their customers through innovative digital strategies that convert momentary hype into sustained revenue growth.
Building Customer Obsession Over Three Decades
Daley’s journey through the technology sector has taken him from small businesses to enterprise-level operations, yet one thing has remained constant throughout his career. “I’ve been in tech and the digital environment for nearly 30 years now, working across everything from SMB to mid-market to enterprise,” he explains. “Throughout that time I’ve really focused on customer experience.” His work has evolved in step with technology, spanning SaaS, iPaaS, contact centres, telephony, chatbots, and now AI implementations. But the foundation has never changed. “I’ve always been customer-obsessed, concentrating on what the customer needs to generate revenue or build alliances and partnerships,” Daley notes. This philosophy continues to shape the way he approaches every digital transformation project.
Transforming Luxury Experience with Burberry
Back in 2013, Daley worked on a customer experience (CX) project for Burberry that perfectly illustrates his approach. The ambition was clear: to bring the in-store luxury experience into every customer interaction, whether online or over the phone. “We identified certain personas in the CRM and digitalised them so we knew exactly who they were. So when William calls, I know what he bought, when he bought it, how much he spent, and which store he visited,” he explains. The system worked seamlessly. High-value customers never queued. Instead, they heard: “Hi William, I’m going to put you through to Cohan. He’s your advisor and I can see you bought this last week.” From there, the customer could choose whether to speak directly with their advisor or handle straightforward requests through the team.
Daley then took the concept further. “We took the highest-spending clients and matched them with the highest Twitter users, based on Klout scores. The people who could generate the most online discussion about them were given the highest priority, alongside their revenue contribution,” he explains. This early form of a brand ambassador strategy paid off on multiple fronts, boosting both sales and positive social media coverage.
Leveraging Real-Time Data for Impact
Traditional marketing often relies on quarterly reviews and educated guesses about what has worked. Daley’s approach removes that uncertainty. “We have this concept, which is a 3D mannequin with AI modules that track where you are viewing and where your attention is focused,” he explains. “You can look at this data in real time, not just over a month.” The implications are significant. “Imagine being able to see today, in real time, what our customers are looking at most, which logos they prefer, and having that information within an hour,” Daley says. Instead of running A/B tests for months, brands can refine their strategies instantly, guided by live customer behaviour.
Sustaining Brand Engagement Beyond Trends
Creating viral moments has never been easier, but sustaining that energy is far more difficult. “There’s a significant difference between getting something to trend, which is hype, and actually making it stick,” Daley notes. “Creating a trend is relatively easy now. But does that trend build brand loyalty? Does it generate revenue over a defined period that you can trace back to that PR moment?” His solution is to take customers on extended journeys rather than deliver one-off shocks. “What we are trying to do is create an initial impact that trends, but then maintain its momentum. Not just trending for a day or a week, but for a quarter, half a year, or even a year,” he explains. Achieving this requires consistent storytelling and evolving experiences that stay true to the brand’s identity.
Despite the exciting potential of new tools, Daley remains grounded about their current limitations. “A lot of people think AI is going to take over. That hasn’t happened yet. We still have to write the logic-based language and the code for it to function,” he says. “The limitations are fewer now, but we still need to do the work and build it.” This perspective keeps his recommendations practical rather than futuristic. The technology to transform customer experiences already exists, but success depends on careful planning and realistic expectations about what is possible today versus what simply makes headlines. Daley’s work demonstrates that turning digital hype into lasting value is not about chasing the flashiest technology. It is about deeply understanding customers, creating experiences that genuinely resonate, and then using technology to deliver those experiences consistently across every touchpoint.
Connect with Cohan Leon Daley on LinkedIn to explore his insights on digital luxury transformation.
