Luxury is neither a product or service it’s an attitude and state of mind.
What the term Luxury Customer Journey means?
In precise, it means the strategic road map to delight and engage the customer with the brand. The LCJ provides a clear understanding of the strategic road map luxury brands need to develop to engage their target in each market analysed, with a strong focus on their digital as well as offline transformation.
The Luxury Customer Journey (LCJ) provides an initial snapshot of the most important marketing KPI’s (top of mind, spontaneous and total awareness) before delving deeper into the more relevant content and touch points that build brand awareness and intention to buy, from traditional press and celebrity endorsement to digital word of mouth and bloggers. The study explores customer behavior and their expectations during their e-commerce and boutique experiences, in-store mobile usage, interaction with brands’ social media pages, as well as the meaningfulness of specific content provided by the brands. It also tests consumer appreciation of the newest experience innovations.
The study confirms, people aspire to luxury fashion brands because they provide the thrill associated with the sense of belonging to a selected tribe while providing the unique opportunity to show off personal connoisseur-ship. However, in the more mature markets during the recent economic slowdown, customers have become increasingly price and quality conscious. They are willing to pay more if they are provided with better, customized, meaningful experiences and services while they approach, select and purchase a luxury product. Even customers in emerging markets are increasingly gaining ground, moving quickly up the Luxury Pyramid, from affordable and accessible logged products to niche and exclusive goods.
In this evolving landscape, The Luxury Customer Journey aims to unveil and highlight the most significant differences in the behavior and expectations of the modern luxury consumer.
The path to purchase is almost never linear, involving interaction with different content and communication assets from owned (i.e. official websites), to paid (i.e. print advertising) and/or earned equity (i.e. word of mouth). Brand storytelling is extremely important for consumers while Millennial’s pose a harder challenge for mature markets where brand heritage and roots have yet to become relevant for them. All Global luxury consumers are interested in content that provides them with practical and personal advice on new trends and seasonal must-have products related to their age, profile, and taste. Customized services and special treatment are also expected as well as exclusive offers following a subscription to a brand web site and/or loyalty program. Brands should shift their focus to their customers and on how to engage them. They need to know their data; they need to understand their customer; they need to be global yet increasingly local and personalized in their approach; they need to become much more digital but at the same time experiential.
Now do you think is it easy enough to provide a luxury customer experience?
Well, it requires work and attention to detail.
How can you go about offering a luxury customer experience?
First of all, bear in mind that, selling luxury products means selling a dream, which is certainly something that goes beyond mere functionality, rather it emphasizes status and other symbolic associations such as personal statement, identity, and ultimately creates a sense of belonging. So, how can luxury fashion brands deliver a “white-glove” customer experience and capitalize on the opportunities offered by online and offline channels without risking depreciating their brand equity and losing sales that are mainly happening in stores? The answer is designing a customer experience that is well integrated among all channels. In a market servicing ever-more discerning consumers, the luxury sector needs to constantly innovate in order to stay relevant. customers buy luxury goods because they’re attracted to the brand’s image, so those aspects have to come to life.
Customer experience @ store
Brandships are living marketing experiences – less about the financial transaction and more about the emotional transaction. Stores must engage customers and create desire. The purchase can happen at a later date, but the important thing is to create that interest and affinity. Luxury brands have excelled at creating special experiences for customers in-store to differentiate themselves from the ‘average’ retailer. This includes factors such as beautiful store design, great personal service and advice from store staff, and maybe a glass of wine on arrival. This quality of service, added to the quality of the products, provides potential customers with the best possible store experience.
3 keys to Luxury Customer Journey
Know Your Audience
This may sound like a no-brainer, but it is a practice ignored by brands all too often. Not all luxury buyers are driven by the same motives or respond the same way to marketing tactics, and failure to tailor your efforts to your specific audience’s needs could be costly.
Tell a Story
Today’s luxury buyers also favor substance over style, meaning they are more likely to connect with a brand that has the marketing savvy to tell a story and align with their personal values rather with a brand that relies on its product’s flashiness. Your customers are educated, so treat them that way by ramping up your content and avoiding gimmicks and commodity marketing language.
Convenience is Key
Now that you have hooked your customer with your brand experience and story, give them the ability to interact with your brand in a way that is most convenient for their demanding lifestyle. Providing ample options to suit their unique needs during every stage of the buying cycle allows them to shop and make decisions in a manner of their choosing. Accomplish this by pushing the creative envelope and utilizing technology in a way that both accommodates your buyers’ unique needs and provides that Wow Factor.
Challenges facing for Luxury Brands
Not able to recreate customer store experience into online
However, luxury brands have faced challenges when attempting to recreate the in-store customer experience online, or to at least create an online experience which matches the brand image, and they have not always succeeded. Recreating the in-store luxury experience online may well be impossible to do. Retailers can show their products in the best possible light and create websites which are a pleasure to browse and buy from. After this point, it’s about providing the kind of service, including delivery and packaging, that customers would expect from a luxury retailer.
Customers are likely to expect a higher standard of service if they have any problems post-purchase. Returns should be hassle-free.
Delivery and packaging
Customer expectations around delivery are higher than ever before. The delivery of the product should be designed in such a way to create an amazing experience to the customer. Packaging is a great way to deliver that ‘wow factor’ for customers. To an extent, the packaging needs to reinforce the promise of the brand. If people order an expensive handbag, standard brown packaging won’t do.
Great Copy writing
Product copy needs to work to convey the quality and luxury of the product. The tone of voice needs to match the product and price. For example, Rolex talks about the materials, the history and detail which goes into creating its watches.
Images can be used to show products in the best possible light and should be high quality.
Luxury brands seek exclusivity; they should not try to be everything to everyone. Product customization should be a part of luxury brands.
Always updated with the latest technologies. Luxury brands have taken note of this shift well in time and are using technology in their favour to interact with today’s consumers at the same wavelength. Here are how luxury brands across the globe are playing the technology game right and things that brands across industries can learn from them
Teach, don’t train
Your sales associates are people who you have chosen because you feel they already have the intelligence and sophistication to appeal to your elite clientele. Don’t simply provide them with a list of facts to memorize and procedures to follow. Educate them about your brand, its history, and the science and psychology of good customer relationships. Teach them to be active creators of your brand’s world, and encourage them to invite the customer into that world rather than fixating on making a sale.
To be successful globally, a brand has to make the best possible use of the local knowledge its sales associates bring to each store. Hire people you trust and then trust them; let them work together with your expert management to find the best way to express your brand in their specific context. A confident, assured sales associate inspires the trust and respect of customers, which in turn translates into trust in and respect for your brand.
Encourage personal relationships
The key to building consumer loyalty is post-purchase communication between the brand and the customer, but many customers feel uncomfortable giving their contact information away to a faceless corporation, even one they admire. However, a sales associate can assure them that the offers and promotions they receive will be curated by an actual person, who knows their interests and will listen attentively to their feedback. A sales associate has the power to tailor your brand’s image to the customer’s exact measurements in a way nothing and no one else can.
Create a culture of improvement
There is no “end” to customer service, no point at which you can say there is nothing left to improve. Indeed, the best customer service is provided by those companies that never give up looking for the better way no matter how successful their previous methods have been. While quantitative metrics are important for monitoring performance, pressuring sales associates with negative feedback – especially in the form of scores – is embarrassing and dis empowering. A sales associate cannot be a great representative of a brand with whom he or she has a hostile or anxious relationship. Rather, create a culture of constant progress, where sales associates know that identifying areas for improvement will be a regular part of everyone’s work. Make evaluations into a tool you give your sales associates to help them grow.
Create an Effortless Experience
The key to customer loyalty is an effortless customer service experience and Don’t exceed their expectations too. An effortless experience is the key to customer loyalty.
We don’t pay for the product; we pay for the experience, the exclusivity and the aspiration associated with it
What Green Wind Solutions Can Offer?
If you are looking for a strategy or marketing plans for your business or brand – we can help you. If you need a specialized marketing consultant, strategy consultant, brand consultant or business consultant -this is the place. We offer full support in creating long-term strategies, marketing plans, brand management and other services designed for luxury and premium brands. We support small businesses as well as well-known global brands.
Green wind Solutions is a private limited company incorporated under the company Act in the cultural city of Kerala, Thrissur. Green wind is offering a wide range of services and solutions which are powered with the latest technologies by specialized professionals. we have established a reputed clientele who vouch for our inventive technologies, cost-effective solutions and time-bound deliveries at all times. And of course our calling card to success would be the one-on-one interaction that we share with our clients, to make their requirements our priority and deliver bang-on solutions.
Green wind solutions are well equipped to meet the challenges and opportunities that organizations face. Primary services will include market feasibility studies, accounting and labour compliances, business legal services, business plans, operational reviews, re-engineering, strategic planning, creative marketing, seminars, training and workshops.
Green Wind Solutions
Green windSolutions is a private limited company incorporated under the company Act in the cultural city of Kerala, Thrissur. Green wind is offering a wide range of services and solutions which are powered with the latest technologies by specialized professionals. we have established a reputed clientele who vouch for our inventive technologies, cost-effective solutions and time-bound deliveries at all times. And of course our calling card to success would be the one-on-one interaction that we share with our clients, to make their requirements our priority and deliver bang-on solutions.
Green wind solutions are well equipped to meet the challenges and opportunities that organizations face. Primary services will include market feasibility studies, accounting and labour compliance, business legal services, business plans, operational reviews, re-engineering, strategic planning, creative marketing, seminars, training and workshops.
Why Green Wind ?
A strong economy in a growing region but low growth in productivity.
Continued massive capital investment but a structural shortage of skilled talent.
Exciting new technologies such as mobility, analytic and social media, but a plateau in consumer demand.
Increased demand for public sector reform in health, human services and education, but constraints in achieving this.
Leaders in business and government have a very full agenda. There are endless opportunities for growth and innovation,but serious issues that need to be addressed.
Everyone wants to be happy but only few knows how to happy
The big questions are simple:
Where do I start?
How do I get?
Where I want to go?
Green Wind Solutions has been helping corporatist in answering the above questions in simplest way than ever before.We work closely with private as well as public sector organizations to continually improve their operational and financial performance. We have also been a catalyst for change,developing new ideas and delivering outcomes. Green Wind Solutions Pvt Ltd shows how dynamic the business conditions are for providers and clients.
The Moment you find the answer
Green Wind Solutions provide a gamut of services like :
Compliance management Services:-
- All matters connected with company law including incorporation of companies, board of directors compliances, charge management, liquidation and winding up and all other compliances, advisory and other services under the said law.
- Consultancy and compliance management in relation to foreign direct investment, external commercial borrowings, joint venture/ wholly owned subsidiaries in India and abroad.
Legal Management Services:-
- Drafting/ Vetting of legal and commercial contracts, agreements, undertakings, decelerations and all documents on any subject.
- Preparation of transaction documentation. Analysis, Negotiation and setting terms in respect of various transactions including property deals.
Financial and Transaction Services:-
Project report and Business Plan preparation
- Direct tax and indirect tax advisory and compliances
- Project finance advisory
- Designing and implementation of accounting systems and processes
Labour Compliance Services :-
Obtaining PF, ESI and other registrations under various labour enactments.
- Regular PF, ESI and other compliance services.
- Filings of monthly, half yearly and annual returns under various enactments.
- Payroll and wages administration.
- Statutory Representations.
- Assistance in labour disputes and disciplinary proceedings.
- Training and workshops on labour enactments.
- Labour advisory services
- Drafting replies to notices and assistance in resolving disputes
- Drafting standing orders.
- Labour compliance audits on applicable labour laws.
Management Consultancy Services:-
Joint ventures and foreign collaborations
- Corporate strategic planning and structuring
- Implementing and monitoring the corporate governance systems.
Legal Representation Services:-
Representing litigants on matters falling under corporate laws, securities laws, factory act, shops and establishments act,IPR laws and debts recovery law and appearance before company law board, debts recovery tribunals, ITAT, Service Tax/ central excise authorities, intellectual property appellate board and monopolies and restrictive trade practices commission, competition commission of India and other Tribunals.
Intellectual Property Rights :-
Registration of trademarks and brands, copyrights, patents and industrial designs in India
Alternative Dispute Resolution:-
Domestic and international commercial arbitration, mediation and conciliation with an analytical, commercial and legal approach for removal of deadlocks and resolution of disputes
BPO Services :-
- Finance, Human Resource, Online Marketing & Trading and accounting outsourcing services.
Market Feasibility Studies:-
- We develop market feasibility studies for businesses that want to market new products or
technologies. Some of these companies are looking for government funding to commercialize the
technology or product. Our market feasibility studies include a full assessment of potential markets,
competitive analysis, and the financial viability of commercializing the product.
Digital Marketing Services :-
Welcome to experience innovative, cost effective and visually attractive digital campaigns to promote your brand, Green Wind Solutions is glad to offer you Digital Marketing Services.Digital marketing can change the way you market your products or services –innovative, cost-effective, super fast and result oriented!
- Search Engine Optimization ( Both On Site and Off site )
- Social Media Marketing. (Using the online tools most effectively to reach your target customers –Google, Facebook, Linkedin, Facebook, Twitter, Blogs, Ad networks, Youtube and mobile platforms etc.. to boost the brand and sales! )
- E-Mail, SMS marketing.
- Online Trading
- Advertisement and business promotional activates.
- Event management services.
Training and Development :-
The Indian Retail Scenario has changed , but so has the Indian shopper. The Indian shoppers are no longer a fixed variable in the planogram of Modern Retail , their expectations have gone up , their aspirations , backgrounds , education , income , tastes have made retail challenging . A recent study reveals that biggest single reason (61%) why businesses lose customer is Poor Communication Skills of interface staff.
We the- Green Wind Solutions Pvt Ltd are providing training and Development program for the Corporate. That will evolved a tailored approach to address this changing scenario.
Some of our popular Business Training Program topics include:
ü Human Resources Training
ü Business Etiquette Training
ü Customer Care Training
ü Cross Cultural Training
ü Management Training
ü Leadership Training
ü Presentation Skills Training
ü Communication And Speaking Training
ü Time Management And Productivity Training
ü Customer Service Training
ü Negotiation Training
ü Sales Training
ü NLP training
ü Soft Skills Training
ü Writing Training
ü Business Organization Training
ü Creativity And Critical Thinking Training
ü Finance Planning And Management Training
and many other topics…
Green Wind Solutions – Methodology
Upon receiving the mandate, we will start the work in 24 hours. We will share the timelines with you and strictly adhere to it. We appreciate prompt feedback from you. Our consultants will interact with you on phone and email to deliver the best for you. We send you periodic reports for regular business activities.
Green Wind Solutions- Management Consulting Approach
Our flexible approach to any piece of work determines how we deliver value and high performance. It helps drive efficiency using leading practices while encouraging plenty of creativity and innovation. Every one of our projects revolves around identifying where the potential for greater value exists in your organization — and then delivering it. We help organizations improve their operations, discover new revenue streams, and engage with their employees and customers in a more relevant way.We do this by using innovative solutions and our own Accenture assets, which include business and operating models,frameworks, diagnostics and tools. We have developed thought leadership on key topics like industry trends and emerging markets, as well as assets for specific industries and functions.
Vision and Mission Statement
Our mission is to become a leader in small business consulting by providing our clients withbusiness services that help them become more successful.
Our people, no matter where they are located, are dedicated to bringing global industry insights, reliability and excellence to our clients. We have built a workforce with border less expertise that can be deployed to our clients at any time. This is what differentiates Green Wind and our people from our local competitors.Our people thrive on innovation,delivering value and driving high performance.Our Consultants represent a specialized talent pool that complements Green Wind Solution’s in-country teams, together delivering value to our clients. The benefits include access to a deep pool of specialized skills; greater speed and agility in auctioning projects; faster mobilization of engagements; and an increased flexibility to scale engagement teams up and down.
Value for our clients is not about an approach or a diagnostic. It is not one particular Green Wind Management Consulting team or any one engagement.It is about the sum of the experiences,
Resources, disciplines, inspirations and attitudes of an entire consulting organization, expressed in our collective commitment to your success.
Green Wind Solutions Pvt Ltd
TC 290B (7/354)
Green Wind Solutions
Green wind Solutions is a private limited company incorporated under the company Act in the cultural city of Kerala, Thrissur. Green wind is offering a wide range of services and solutions which are powered with the latest technologies by specialized professionals. we have established a reputed clientele who vouch for our inventive technologies, cost-effective solutions and time-bound deliveries at all times. And of course our calling card to success would be the one-on-one interaction that we share with our clients, to make their requirements our priority and deliver bang-on solutions. Under current economic conditions, pressures on provider revenue remains high. consultants must update their knowledge base frequently to keep pace with evolving business and technology needs. Green Wind Solutions Pvt Ltd shows how dynamic the business conditions are for providers and clients.
Why Green Wind ?
We get years of coaching in reading and writing. But what about speaking and listening?
What training or education have we had that enable us to listen, so that we really, deeply understand another person?
Do you need an executive development program tailored to your organization ?
In our consulting practice, we encounter many entrepreneurs with sound business ideas but need help to launch their businesses. There are also many who are in the first years of their business operations and can use a little support. We also deal with seasoned companies who want to maximize their employee’s talents and skills or do a complete overhaul of their business ideology. We have trained employees at all levels of companies providing comprehensive training, speaking, coaching, and business training services for organizations.