Lux Customers & the Omnichannel Experience
In the aftermath of COVID-19 restrictions, even luxury brands have ventured into the world of e-commerce.
Many leading brands are taking the best of their existing bricks-and-mortar customer service and applying that to enhance their online offerings — as well as using digital tools to enhance the in-store experience.
Drivers of luxury shopping
The luxury shopper of yesterday embraced conspicuous consumption and fashion, often incorporating a brand’s name overtly into its design.
Today, a company’s commitment to sustainability and social awareness are more important to the new generation of these shoppers than a particular brand name.
However, one thing has remained the same: Luxury doesn’t have to be rational. It can be pure fun with little or no practicality.
Luxury shoppers tend to make a purchase to make themselves or others feel good, rather than because they require the item.
Their purchases can be impulsive or for gift-giving; a Deloitte study found that 20.5% of millennials bought a high-end item for a particular occasion and 18.5% bought one as a “treat.”
Take the Louis Vuitton skate shoe for instance – or the diamond and ruby studded Victoria’s Secret bra. How could any data support creating such items? But even if only a handful are ever produced — that rarity is part of what makes them luxurious.
Luxury is about a vision that totally transcends data.
Luxury omnichannel experiences
Luxury is fantastic at cultivating extraordinary customer experiences beyond the product and making people feel good about their purchases.
With COVID, many luxury retailers began selling online for the first time in their history. Luxury has sat out from the ecommerce game for years, since a major part of what makes a luxury experience luxurious is the personal, human touch that surrounds the client with readiness to anticipate and exceed expectations.
Now, with nearly two years of online selling under their hand-crafted cowhide belts, luxury retailers are applying their creativity in reinventing digital experiences both online and in-store.
Bootmaker and Retail Pro user Lucchese is an example of a luxury brand offering clienteling online to replicate the personal nature of in-person shopping.
The company offers chat – “live shopping” – that enables a customer to connect with an in-store associate for virtual personal shopping, fit advice and style recommendations.
For a shoemaker that makes every pair by hand, having one-on-one help helps ease concerns, particularly about fit.
Retail Pro technology for a personal touch
To a large degree, success will be dependent on luxury brands taking the opportunity to extend the personal touch to both the online and in-store experiences, based on previous interactions and reflecting the quality of interaction their high-profile customers experience in-store.
It’s omnichannel taken to the next level: Offering that personal touch regardless of where the purchase is made.
In this arena, there’s a valuable opportunity to use technology to recognize enthusiasts and online customers when they come to pick up or tailor their online luxury purchase in-store, and provide exemplary service that’s personalized, relevant and unique.
As much as customer engagement strategy differs between brands, one thing is consistent across the board: the POS is still the one thing that never fails to bring sales associate and customer together.
And last impressions matter.
Using Retail Pro Prism on mobile devices frees your sales associates from the cash wrap so they can more meaningfully engage with shoppers on your sales floor and learn about them.
There is no better way to personalize a customer’s experience than by actually getting personal and asking questions. What are they looking for? What’s the occasion? Can we help you find something to go along with the item you’re trying on?
That kind of human connection through clienteling makes customers feel like they’re shopping with a friend, and it builds emotional attachment to a luxury brand.
Clienteling data not only enhances the shopping experience for those in physical stores but is also used by associates to reach out to customers between visits.
Associates with access to customers’ spouses’ birthdates, for example, might place a well-timed call detailing the latest merchandise that would make a great gift.
Such focused, one-to-one outreach is extraordinarily effective in attracting high-value customers.
Going to the
2022 Retail Technology Show?
26-27 April 2022 | Olympia, London | Stand 6e28
About Pinnaca Retail & IT Solutions
Founded in 2015, Pinnaca Retail & IT Solutions is a family-run business offering retail solutions, specialist management consultancy and IT services. Our company is UK based, with offices in London, and a client base across the globe.
We work with all levels of business to define and develop strategies focused on our clients’ needs and objectives. Our tailored solutions are developed and optimised to fulfil your key business demands.
Over time we have added to our 20 years’ experience in the field and built up a team of experts, with a wide range of experience and in-depth knowledge, who are eager to help your business succeed and grow.
About DataScan Retail Systems
Datascan Retail Systems are a leading UK and European supplier of solutions to the retail sector, from small businesses through to mid-tier and international enterprises. We have vast experience in the analysis and design of retail IT and the implementation of EPOS and Stock Control Systems and provide all the services required to plan, implement and maintain an effective Retail Management System. We are committed to match the Retail Pro System to the exact needs of the retailer, utilising our development, training and help desk teams.
About RIOT
RIOT is turning traditional RFID solutions for retail on their head with RIOT Insight. Insight is RIOT’s real-time inventory accuracy service offered as a simple but powerful add-on to a retailer’s existing systems. 100% inventory accuracy to support Omni-channel is now yours on demand.
About PAR
PAR Technology Corporation provides industry leading software and hardware solutions that are always there when you need them but never in your way.
- State of the Art Point of Sale Systems.
- Tablets and Portable Devices.
About XRetail
XRETAIL is a Global leader in Unified Commerce solutions, with a prime mission to empower enterprise retailers by helping to boost their sales and retain their clients. Through state-of-the-art technologies, integrations, and solutions, the XRETAIL platform creates unified sales channels including eCommerce, Mobile commerce, and Social commerce. XRETAIL’s Cloud-based platform creates seamless end-to-end solutions allowing enterprise retailers to blend brick-and-mortar and digital retailing into one unified platform, with notably enhanced customer experience both online and offline.
About Loqate
Combining leading technology with the richest data, Loqate provides several solutions to help bring businesses across the globe closer to their customers:
Address Validation
A faster, easier way to capture and verify addresses in real-time for your online forms and checkouts.
Email validation
Increase email delivery rates, boost customer marketing and reduce bogus registration when you verify email addresses upfront.
Mobile & phone validation
Take the guesswork out of reaching customers. Capture the right phone number, mobile or landline at the point of entry.
Data maintenance
The foundation of any customer management strategy, Loqate’s cleansing and maintenance software helps build lasting customer relationships.
