Conférence Tech For Retail
The customer experience is at the heart of the luxury industry, where each interaction must become an exceptional moment. On the Tech For Retail plenary stage, three retailers talk about how, in this world, emotion, exclusivity and personalization shape and strengthen the prestige of brands.
Every day, retail evolves and tests new things, particularly in the area of customer experience. 40% of a point of sale’s turnover is generated by 4% of its customers. A notable figure which confirms the importance of loyalty, through increased personalization and customer service that meets expectations. Capturing attention and encouraging people to come back are therefore the foundations of a successful experience. “Sometimes you have to recruit 10 clients to compensate for the loss of just one”says Élise Ducret, global retail transformation director at L’Oréal luxe.
“The client seeks individualization, but also likes to belong to a community where he recognizes himself”, confides Natalie Celia, general director of Bucherer. Consumer knowledge and their expectations is therefore essential and must be sustainable: “If a customer comes to the store three years after their last purchase, we are supposed to remember what they like”insists the general director.
The customer, king of the experience
“The relationship between a customer and a seller must go beyond its transactional aspect and become closer to a discussion between enthusiasts”, assure Natalie Celia. With a loss of 50 million customers worldwide for luxury and ever-increasing competition, brands must reinvent themselves and find ways to offer a real human connection to their customers: “Regardless of the level of loyalty, a gesture or compliment will trigger an emotion in the customer, who will feel considered. This is the most important”says Nicolas Rebet, founder of retailoscope.
In a luxury store, everything is designed to make customers feel as comfortable as possible: the layout of the rooms, the privatization of the boutique or the organization of exceptional events. The idea is to create emotion among customers by playing on the codes of hospitality. For this, Lancôme notably opened a pop-up store on the Champs Élysées: the Café de la Rose, which notably served pastries by Nina Métayer.
Technology to strengthen the relationship
If 75% of customers say they are ready to integrate digital into their journey, this will mainly be done with the support of a salesperson. Since the emergence of technological tools, digital resources find their place in the world of luxury. According to Natalie Celia: “The use of new technologies is useful to the extent that it is not an end.” They should facilitate relationships, but not replace them.
An opinion shared by Élise Ducret who mentions the technological tools used to optimize productivity and support customers in their choices. For example, for L’Oréal Paris, solutions help you find the right foundation or even a personalized hair routine. Some brands have already adopted these technologies, like Hermès which opened a pop-up store equipped with digital tools. “For this to really work, the technology must provide this fluidity, but it must be extremely well integrated”concluded Nicolas Rebet, expert and founder of retailoscope.
Source: www.ecommercemag.fr
