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As the pandemic makes life more complex, consumers are willing to pay a premium for simpler and safer real-world experiences. Includes a retail shopping experience.
So, what are the new values shaping the luxury brand experience? How do brands become agents of transformation and innovation in this difficult time?
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Responsible living as the new symbol of luxury
Today, more than ever, people want to learn about and relate to sustainable companies, making responsible living the new symbol of luxury brands.
The health crisis has made us realize that our actions have consequences for society, and we have to ask ourselves whether buying a product is good or bad for the world.
Promoting sustainable environmental and process practices is essential if brands are to authentically connect with and include customers in their products and the brand experience as a whole.
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Time is the real luxury
Through more than ten years of experience in the luxury industry, I’ve learned that my clients value time above all else. Luxury is an investment in time and emotions.
Recent experiences in captivity due to the lockdown have enabled people to stop and think about the value of time. If luxury consumers have always valued time above anything else, they are now much more selective in how they spend it. This is why the content displayed at an in-store event must be so enticing and valuable to be considered worth the time investment.
By putting a premium on time, events become rarer during the year with content that should really stand out. Moments of total engagement leave space for private and personalized retail experiences.
Small sharing moments during the in-store shopping experience
As time is more valuable than before, the focus is now on the small moments of engagement: a more personalized in-store experience to deliver curated content and create the maximum value customers expect from a luxury brand.
“Hiring only” is now a standard practice among most fashion boutiques and high-end furniture stores in New York City. By making an appointment at the boutique, you have the opportunity to have the brand ambassador by your side the whole time. Think about it: a product expert ready to teach you the brand and products, trained to provide the highest customer service possible.
Personalized and fun customer service is the opportunity to connect for small sharing moments. These moments are a sustainable practice in an uncertain time and lead to a more impactful long-term strategy. It’s never shown publicly, but it’s more successful in driving long-term brand growth.
Level up your skills to win the intimacy game with wealthy clients
The pandemic has accelerated the future of retail with transforming store experiences, unleashing pre-existing consumer trends like live streaming and the disintegration of digital and physical boundaries.
In-store pickup, online appointment booking, and in-store expert meetings are part of the omnichannel experience, which connects online and physical stores together.
Now that stores are receiving customers by appointment only, expectations are higher than ever. In every interaction, it is essential to deliver value while respecting people’s time. Being able to create a safe space for your customer while simplifying in-store shopping is essential.
Are you ready to meet them and fulfill their brand promise? How do you plan to create small interaction moments with your customers?
Hone your skills in active learning, originality, problem-solving, and reasoning to engage another human being in a meaningful way. Technology is very limited in the ability to participate, and humans still win the intimacy game.
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