18 Apr My Need And Desire To Make The Shopping Experience And Gifting Special.
I have been frustrated for some time now with how the luxury world has changed. There are only a handful of people that still get the “royal treatment” when walking into a store. But what about the rest of us? What happened to that high touch? A customized service? The shopping experience?
The desire for people to walk into the store died because it just doesn’t feel like fun anymore…. have we forgotten how to have fun?
One of my favorite quotes is by Angela Ahrendts, Sr. VP of retail at Apple “The thing is, I don’t want to be sold when I walk into a store. I want to be welcomed”. When we start making the consumer feel unique and valued that’s when retail will start seeing financial results and getting loyal clients back. Retail stores should stop thinking of everyone walking into the store as a dollar sign but rather a way to get to know the person. Even if that client isn’t buying today she / he might come back to you for the simple connection that was made the last time they visited.
Who agrees with this statement, You walk in to a (luxury) store and either get attacked or ignored. And what happens after? Once the purchase comes home, you are forgotten, no call or card to see how the item is working out. No one to see if you’re happy or what could be added on to the original purchase. And don’t get me started on purchasing a gift, most of the time, sales associates behave as if you’re a ticking bomb. In all fairness their reasoning is that there is a greater chance that the item you will purchase as a gift will be returned. And once something gets returned (even after 6 month) in most of luxury retail that associate will get “hit” with the return. But what if the approach was different, what if the sales associate followed up to see how the gift worked out or was present in the selection of the gift and really asked the questions to learn more about the recipient of the gift. Or what if the associate reached out to you and in addition to asking about the gift purchased they suggested an item from a new delivery because they remembered (or wrote down) something specific and unique about you.
Now that’s where the “high touch” comes in. Leaving a lasting impression on the client after the sale is completed. As a customer, once someone leaves a positive impression on you and shows that they really care, the negative idea of shopping retail will change. I want my clients to feel less intimidated and more understood when shopping. There is a term “retail therapy” that I love because it gives us a moment in time to feel special and welcomed no matter what is happening in our personal bubble. The formula is simple make everyone walking into your store feel like they are walking into a girlfriends house except your girlfriend invited other friends that you might be meeting for the first time. That is the Anyalux experience, it is one where women and men get to be themselves and receive help putting looks together that will last. On the flip side when working with brands I want to insure the product stands out and everyone that passes it wants to interact and have fun. Retail therapy is that good feeling, a moment in time where you forget the outside world and enjoy a conversation and beautiful product.
Do you want to feel special every time you walk into a store? This is a big conversation, both for the client and the consumer. Lets have fun with this topic, share your thoughts with me.