THE SALES CEREMONy IN LUXURY INDUSTRY
+12% additional turnover per store*
+80% of customer accounts created*
1 hour/day optimisation of sales representative time*
* Results from our client The Kooples
NURTURING THE ART OF PERSONALISING THE CUSTOMER EXPERIENCE
You don’t come into a luxury boutique like you would into any other shop. The luxury sector is known for its unique customer experience that reflects the brand. It is a ritual that is highly codified and must strike the right balance between highlighting the storytelling, the values of the brand and adapting to the customer. This ceremony is an opportunity to show the customer that he or she is not only considered as a buyer of the brand but as a personality in his or her own right with whom the sales representative wishes to create an exclusive and trusting relationship.
A PANORAMIC APPROACH
The sales process begins before the customer’s visit, with a detailed knowledge of their tastes, buying habits, interests and cultural codes, for example. Not all customers are addressed in the same way: this is the beginning of personalisation.
The sales ceremony must take place throughout the customer’s journey, whatever the channel or channels used, but above all it must always be at the service of a perfect and seamless customer experience: this is the notion of omnichannelity.
In fact, “40% of marketing managers indicate that in direct-to-consumer channels (such as e-commerce), personalisation has a direct impact on increasing sales, shopping basket size and profits. 37% report increased sales and lifetime customer value through product or content recommendation “**.
OMNICHANNEL AND PERSONALISATION : A SUCCESSFUL ALLIANCE
The combination of omnichannel and personalisation in the sales process must make the sales representative a central element of the customer experience in order to meet customer expectations. The existence of points of contact in the purchasing process, such as a stock out, an item that is not available on the sales channel used or a payment solution that interrupts the ceremony, are all factors that taint the experience of the customer, who is more volatile and more likely to abandon his or her intention to buy.
By using various digital tools, from CRM to the representative’s tablet and clienteling, the sales representative is able to guarantee the continuity of the customer’s purchase process, even when he or she uses different contact points, so that the customer experience is seamless.
A customer who is welcomed, trusted and responded to is a customer who will be more disposed to be represented and to create an attachment to the brand, and we know that a customer who is attached to a brand is a loyal customer.
A perfectly orchestrated sales ceremony offers a complete, differentiating and personalised experience to the customer.
Octipas, a subsidiary of the ChapsVision group, supports you in implementing a 360-degree strategy to meet your current and future challenges.