Selling High End? Focus on the customer’s experience

The major focus of luxury marketers should be the in-store experience. A person’s sense of time and its relation to his or her sensitivity to sensual experience are critical to the appreciation of luxury. Dr. Bob Deutsch of marketing firm Brain Sells advises retailers to take the following three steps to ensure a steady flow of store traffic as well as a high conversion rate:

1. The store’s interior layout and product displays must be designed to slow the perception of time, to increase a customer’s intensity and persistence of focus, and to excite the imagination.

2. The demeanor and expertise of the salesperson must be as artful as the products he or she is selling. This entails conversational abilities that build a narrative with the customer that intertwines the product story while eliciting the customer’s story such that the two become linked. This takes time and skill, and can only done in-store.

3. Luxury websites should be designed to motivate people to visit the store. The nature of handmade luxury goods demands a face-to-face and hands-on customer if a visit is to be converted into sales and loyalty.

Deutsch sums up his advice by saying that if the consumer’s shopping experience is as luxurious as the product itself, brand is built, probability of sale heightened, and an increase in the number of items a consumer purchases per in-store visit is maximized.

Source: Retailer Daily

1 Response to “Selling High End? Focus on the customer’s experience”

  1. May 16, 2010 at 12:39 pm

    Nice ideas! The key for me is the staff, if they seem at all rude or pretentious I am out of their as fast as my feet will carry me!



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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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April 2010

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