For many luxury brands, "clienteling" has become synonymous with a post-visit digital nudge—a generic WhatsApp message or a broadcast of the latest collection images. However, true luxury clienteling is not a digital afterthought; it is a mindset and a circular process that begins the moment a guest enters your boutique. For Brand Managers and Training Heads, the challenge is clear: if your team fails to forge a personal emotional connection  during the first visit, no amount

Season time is here, and in luxury retail, it’s more than just high sales—it’s a heightened moment of connection. Globally, brands are buzzing with gifting, celebrations, VIP events, new launches, cocktail hours… the calendar is packed. But amid all this activity, one truth remains clear:   the human touch is what truly differentiates a luxury experience . And that’s where VIP clienteling becomes not just a tactic, but a core strategy. Over the years, I’ve seen luxury brands

A Conversation That Stuck With Me Not long ago, I had coffee with a friend who is global luxury client. She described her latest luxury escapade with these words, “The boutique was beautiful, the service was polite, …but honestly, it all felt so transactional.” That stayed with me. Because this wasn’t about product knowledge or the efficiency of the sales process—the store had ticked every box .  What was missing was something harder to measure : an emotional connection . And

“The store was busy, so I couldn’t spend much time with the customer” If you're a luxury brand or store manager you have probably heard your client advisors justify service gap during busy periods. Managing peak hours is a real operational challenge for luxury retailers, especially in iconic shopping destinations. But does high footfall have to mean compromised customer experience? Why Crowds Undermine the Luxury Experience The luxury shopping experience is built on personali

Defining a signature brand experience seems to be the call of the day for luxury brands. When market conditions are competitive and sales are in decline, and customers are skeptical and increasingly discerning, it becomes essential to revisit the brand’s value proposition. Most luxury leaders now recognise that customer experience is not just an extension of the product—it is the product. Values like emotional connection, hyper-personalisation, seamlessness, sustainability, a

When clients face the same challenge and you find yourself conducting the same workshop on repeat, it calls for deeper insight. The ability to connect with luxury customers, has become a glaring gap in most luxury retail interactions. Luxury brands recognise this as a key issue in their overall customer experience, especially in growing markets like India and the Middle East with their diverse clientele . Sales advisors struggle to forge an emotional bond with clients, and t

The luxury slowdown can be attributed to several factors, such as the commercialization of luxury brands, lack of product innovation, sharp price increases, and questionable product quality. According to Business of Fashion and McKinsey’s report on the state of luxury, one-third of luxury customers feel in-store experiences have worsened in 2024 . Not only have aspirational luxury customers become increasingly skeptical of post-pandemic price increases, but they feel let down

What was your last most memorable #customerexperience ? In my experience, it's most likely to be a dining or hotel experience that knocked y

How does it feel to splurge on a luxury product, only to find the same item at a steep discount soon after? Disheartening, to say the least.

How annoying is it to receive irrelevant information from a brand that you have previously shopped with ? It can make you feel under valued and invisible, and in today's busy world, a big waste of time. A friend who is a single career oriented personality feels miffed when receiving sentimental communication about mother's day and baby goods from her beloved luxury mall. A conservative shopper who always buys relaxed fit and full length workout gear would second guess the bra

VIP clients are the cornerstone of the luxury retail industry, driving a significant portion of revenue and brand prestige. These clients not only make frequent high-value purchases but also serve as brand ambassadors, influencing others and setting trends. Catering to VIP clientele is crucial because they demand and expect exceptional service, personalized experiences, and exclusive access, which in turn fosters loyalty and long-term relationships.  In this article, we will

In the fiercely competitive world of luxury retail, VIP clienteling has emerged as a critical strategy for top-tier brands to distinguish themselves from the rest and deepen relationships with their top customers. In this article we will first understand who the VIP Customer is, their expectations and VIP customer serving strategies.   Understanding the VIP Client   The latest report on True-Luxury Global Consumer Insights by Altagamma & BCG Team states that ultra high net wo

I have always found customer journey mapping workshops magical. When you start facilitating a workshop with a client you have no idea what will emerge. The team always gives you the perception that they know what their customer wants, so in my early days as a designer I would be always hopeful that these four hours together would be valuable. I can’t believe I ever doubted the process, because having conducted several of these workshops for clients I can say, the output is al

Design thinking meets Luxury! It's a growing trend for brands to seek human centered tools to help deliver great customer experiences.

As shoppers it’s a common practice to browse online, and then drop into the store for a trial, especially if it’s a high value purchase. Imagine if we could alert the store with a click to keep shortlisted items ready for us to try in store, with confirmation that the items are in stock. When we arrive at the store, without a wait, we are greeted by name and shown a curated selection based on our online browsing history. We have the option to purchase in store and have the pr

Clients often ask me how customer experience differs from marketing as a function, and I find the best way to explain the difference is by elaborating on the customer journey view. Marketers certainly try to understand the customer and finds ways to attract them through attention grabbing campaigns, events and targeted brand messaging. Customer Experience examines how customers are experiencing the brand at every moment.  The scope involves every micro and even mundane custom

Chats are often seen as reactive customer service tools rather than opportunities to acquire, engage and connect with customers. When it comes to luxury brands, effectively using chat to meet customer expectations becomes even more critical. Let's delve into three key aspects of chat: moving from reactive to proactive, performing as a sales tool and personalising customer interaction. Elevate chat from reactive to proactive Nothing frustrates a customer more than not being ab

In this article we dive into the nuanced world of making additional recommendations – an art that involves cross-selling, link selling, and up-selling. Let's understand each of these strategies and why they play a pivotal role in maximizing the sale. Understanding Cross-Selling, Link Selling, and Up-Selling: Cross-Selling is recommending a product from another category that complements the original need. Example: Suggesting a handbag to accompany a pair of work shoes. Link

Empathy plays a crucial role in building meaningful relationships with customers in the digital landscape of e-commerce. Let's explore how e-commerce businesses can incorporate empathy across three key stages of the customer journey: pre-sales, during sales, and post-sales. 1.Pre-Sales Phase: During the initial stages of discovery and browsing, customers are forming their first impressions of the brand. E-commerce businesses can express empathy by: Making social media meaning

Welcome to a deeper dive into the world of sales, where communication is an intricate dance. In this article we unveil a pivotal technique – the power of acknowledgment. Whether you're a seasoned salesperson or navigating everyday conversations, the temptation to respond immediately is ever-present. However, the wisdom lies in resisting that urge. A carefully chosen acknowledgment statement has the power to turn a potentially tense dialogue into a comfortable exchange. Consi