Digital is no longer a luxury, so a digital strategy that motivates the customer to participate with the brand before, during and after a transaction, is a critical success factor for luxury goods brands. Proliferation of technology has changed the customer journey and experience where luxury goods brand once uniquely and exclusively provided. We have gone from finite transactions to infinite customer journeys and differentiation for luxury goods brands will be driving customer motivation throughout levels of aspirational values. The capacity of customer engagement and the maximum level of customer value will have more impact in the market and build brand value. A luxury goods brand should look at its digital mechanisms as the means to increase the impact to customer value through each engagement phase and consider the influencing factors when making improvements to those digital mechanisms.