Safe retail – luxury stores
As retailers start to firm up their strategies for reopening safely, our ‘Safe retail’ series takes a practical look at the features and functions which will enable them to open their doors with confidence, to both customers and store associates.
Like every other part of the retail industry, luxury as a sector has had to rapidly adapt and evolve how it connects with customers so that it can safely operate stores and services without sacrificing the high level of personal interaction expected by elite clients.
Some luxury retailers have taken measures outside of the mandated safety precautions to offer live entertainment and other distractions to those who, for now, have to queue to visit their favourite stores. While this will undoubtedly make it easier in the short term to accept the new restrictions on shopping for luxury goods, others have taken a longer-term view and, because they have an established digital store platform, are in a position to bring personal consultations and concierge services to the client, whether that’s in-store or at home.
The ability to anticipate, interpret and then meet each client’s individual needs has always been central to luxury retail – they’re investing in a lifestyle as well as a product, and expect their shopping experience to reflect that. Luxury retailers who are able to provide this level of service consistently in the face of ever-changing circumstances have been able to not only maintain client interest but also develop a solid strategy for ongoing engagement on the customer’s terms. Connecting with clients in this way, at home or in-store, calls for a series of tech-enabled features, each designed to seamlessly align with the client’s requirements:
- Carefully curated in-store appointments with trusted, knowledgeable advisors, including access to entire product ranges and in-depth information
- Virtual consultations allowing clients to browse, discuss and buy in the comfort of their own homes, with two-way conversations based on full client profiles, inspirations, wishlists and purchases
- Contactless concierge services from store to client’s door, delivered by a specialist in both the product and the customer
- Comprehensive after-care via the client’s preferred method of communication, with regular updates on exclusive ranges and events
Executed properly, this is a powerful proposition for both retailers and clients, which has the potential to exist as a valuable service outside of current safe retail considerations. Luxury retail has already taken steps to prove that it can shake off the restrictions of tradition to offer better, more flexible ways to connect with customers – this is the kind of service which will secure its future.
If you’d like to find out more about reopening luxury stores as well as our other safe retail features, contact us .