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Recently, I had a personal experience that reinforced, In the realm of luxury, there's something irreplaceable about human interaction. Recently, my husband and I set out to find a specific luxury watch we'd seen online. Excitedly, we headed to the brand's store in our local mall. However, our enthusiasm quickly waned when we discovered the watch wasn't available. Despite being asked to leave our contact details with the promise to know the possibility of availability, we never heard back.

This experience made us rethink what luxury truly means to us. It's not just about the product; it's about trust, reliability, and outstanding service. Disappointed by the lack of attention, we discussed wether we should go ahead online or go the competitors store.

We ended up going to the competitor because in the end we valued the in store experience for the:

  1. Tactile Experience: Trying on the watch, feeling its texture, and seeing its color in person. In fact there were two sizes so we wanted to try it out.

  2. Immersive Atmosphere: Experiencing the brand's story and craftsmanship firsthand would help cement our choice of brand.

  3. Personalized Service: Being able to ask questions to knowledgeable staff along with feeling emotionally connected to the brand would be a highlight.

Ultimately, the absence of a personal connection at the store prompted us to explore other options, more than the lack of availability. As e-commerce continues to rise, prioritizing human interaction is paramount for luxury brands. Research shows that in a post-COVID world, the physical experience and personal touch are more crucial than ever. Train and motivate luxury sales professionals to actually care and give their best, because they can delight the customer in so many ways, e-commerce cannot.

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