When you think of luxury, what comes to mind? A luxury car like a Ferrari or Lamborghini? Flying first class to Bora Bora? Or maybe it’s finally getting your hands on that Vitamix you’ve been eyeing since last Christmas.
The idea of luxury has not only changed over the years, but it also differs from person to person, making it that much harder for brands to market to their consumers. The explosion of technology doesn’t help either, with luxury brands having to appeal to their target consumers across multiple channels. Below are three ways luxury brands can excel at CX and win over their customers anytime, anywhere.
Customers expect their luxury brand experience to be convenient, on their terms. This means luxury retailers need to be accessible through every channel, including web, mobile, and even in-store. With the global pandemic, it’s been difficult to have an in-store customer experience, so how do brands emulate that experience online? I’ve seen luxury brands offering personal, virtual shopping experiences where the sales associate walks through the physical store and assists the customer via video. This seems to be effective in the short run, but brands now need to bridge the gap between virtual and physical in a seamless way.
Expect the Unexpected
Customers expect the unexpected with luxury brands. For example, if a buyer walks into a luxury retailer like Prada, they expect to see the items Prada sells, like handbags or dresses. What if the customer walked into Prada, the sales associate noticed the customer looking at a specific leather bag and introduced them to the person who actually makes the leather bag? Or if the sales rep brought something from the back that isn’t sold in stores but offered it specifically to the customer? This is the type of customer experience luxury retailers should start thinking about. Their customers expect the extraordinary, and sometimes it’s the little surprises that elevate that customer experience.
Brands need to invest in a well-equipped tech stack. Since the idea of what luxury is varies from person to person, brands need a way to capture data showing what’s relevant to each customer. For example, if I spend 20 minutes perusing the pages and clicking on various items on the Prada website, and then I purchase that item in-store - or even online - I don’t want to keep getting ads for the same thing I already purchased.
To remain relevant, retailers need a system to track how their individual consumers are shopping and what they’re buying. Long gone are the days where brands could generalize their target audience by gender, age, or even location. Consumers expect to be targeted as if they are the only person in the world. Millions of people could scroll through the same web pages, but their motives could be very different, so companies need to capture that information.
Technology has made a huge impact in the way consumers shop, whether it’s for a car, a handbag, or their next vacation. Retailers, specifically luxury retailers, need to keep innovating to stay one step ahead. It is no longer an option to have a subpar customer experience. With the amount of competition luxury brands have, attracting and keeping loyal customers is a must.
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