In the evolving landscape of omni channel luxury sales, a common frustration lurks among professionals: customers browse in-store, then purchase online. Once driven by price advantages in duty-free or foreign markets, the threat now lies in the convenience of e-commerce. But why do luxury customers opt for online purchases?
Commonly for,
A. perceived cost or time saving
B. decision-making without in-store pressure
C. global availability of specific products
Yet, the allure of physical retail in luxury persists for the:
ability to touch, try and feel the product
brand immersion and storytelling
sense of trust, personalise advice
feeling valued, pampered and special
assurance of care for post sales service
I urge luxury sales professionals, instead of being deterred by e-commerce, focus on their strengths and outshine advantages of shopping online in the eyes of the customer. Build the personal connection by really caring and listening to the customer. Take a long term view and don't push them towards immediate sales. Create a safe browsing experience for customers in store and share your passion for the brand.
In addition to address these diverging needs, some luxury brands have tried ways to integrate channels:
Assisted In-store online shopping
Click and collect for immediate evaluation
Home delivery from the store
Ultimately, maintaining customer-centricity, regardless of purchase location, ensures long-term satisfaction and loyalty.
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