Luxury retailers are renowned for providing impressive shopping experience that are both unique and aspirational. The likes of Chanel, Louis Vuitton and Prada often turn to a luxury architect, such as Peter Marino, to create a unique store that provides an effortless atmosphere, whilst offering a convenient, relaxed shopping experience for the customer.
We are therefore providing tips on how brands can learn from luxury retailers when developing the customer experience.
Understand the Customer
The luxury retailer has taken the steps to learn more about their target customer. Ted Baker is the perfect example, as they target their clothing line and storefront to young, uniquely dressed shoppers with a disposable income, whilst Chanel stores are the epitome of sophistication, which can complement the elegant looks their customers crave.
Brands must therefore identify the types of shoppers who are most likely to shop with them. For example, are they affluent professionals in their mid-thirties, or students on the lookout for mid-range products? The target audience should not only determine your product line, and vice versa, but it will also determine the design of your storefront. Just like a luxury store, you must provide a customer experience that complements the shopper to secure the brand’s success.
Invest in Technologies
The luxury retailer has taken steps to provide exceptional shopping experiences through their use of sophisticated technologies. Burberry is the perfect example, as the luxury brand has integrated the online experience into their London store, with the aim of catering to the tech-savvy customer. For example, the store now uses radio frequency identification onto clothing items, which allows customers to watch videos of the product on the catwalk. What’s more, they have installed large screens into the store to provide a more immersive customer experience.
Luxury stores are committed to making the customer feel as though they are an extension of the brand. After all, the company would not flourish without them. For this reason, the brands train their employees to become experts on their products, so they can provide honest answers to their customers’ questions.
From the storefront to the team’s attitude, every aspect of the company is designed to reflect the brand, from the staff clothing through to the use of technology. Staff are also trained to effectively provide the high standard of customer service visitors would come to respect from a luxury retailer – so you should strive to do the same.
Luxury retailers are leading the way with new technologies, as they are often the first to integrate the latest technologies into their in-store experience, such as transparent screens and tablets. Companies hoping to create an aspirational shopping experience should therefore look to the future to stay one step ahead of the competition, providing the customer with an exciting shopping experience they will not find elsewhere.
Luxury brands dare to be different. They don’t follow trends, they create them. While your store may not have the budget or timeline as the likes of Chanel or Prada, there is no reason why you cannot take inspiration from their commitment to customer service, new technologies, brand commitment and storefront designs.