Luxury

The customer relationship is also an integral part of luxury product offers. This relationship, should be privileged and personalized between the vendor and customer, and must be managed over the long-termThe customer relationship is also an integral part of luxury product offers. This relationship, should be privileged and personalized between the vendor and customer, and must be managed over the long-term.

However, even in the luxury sector, increased market demands requires luxury providers to modify their traditional approach to the customer relationship and adopt a more industrialized system:

• Ever greater pressure on profits for luxury providers,
• A larger and more diversified customer base,
• Increasing competition between brands and more versatile customers.

However, automating the customer relationship should be done in such a way so as to respect the specific needs and expectations of this particular client base: a shared customer vision across all points of contact, an international and homogeneous approach, and high degrees of personalization and differentiation. Our consultants thoroughly understand the particularities of our luxury clients and regularly help them to automate and industrialize their customer relationship, while respecting the intimate and discrete character of the relationship such companies have with their customers. We help both luxury brands who have their own retail and distribution systems, as well as those who sell through indirect channels.

Our expertise is particularly oriented towards

• The development and implementation of customer and prospective customer identification strategies,
• The conception and implementation of loyalty and relational marketing programs.
• Product range and merchandise optimization based upon customer behaviour and expectations,
• Central management of international addresses,
• International Marketing Database implementation, coordinating points of sales, ecommerce, Customer Services, and multi-channel marketing,
• Optimization of marketing budgets (media, Public Relations, off-media, point of sales events) while aligning brand image with corporate standards,
• Implementation of customer relationship strategies common to both retailers and producers of luxury products.

Selected Examples

• Christian Dior:
  Database clean-up and address quality processing (both in France and worldwide).
• Parfums Christian Dior:
  Identified marketing levers to be used in Direct Marketing program.
• Louis Vuitton:
  Developed customer segmentation and designed direct and indirect relational marketing program.
• Piaget:
  Cleaned local and international address databases for all Piaget stores worldwide.
• Sephora:
  Designed and implemented customer loyalty program.
• Yves Saint-Laurent:
  International address processing, customer segmentation, and Marketing campaign optimization.
• A major designer of haute couture and ready-to-wear luxury products:
  Implemented customer relationship database and management of outsourced, direct marketing operations.

Main References

Cartier, Chaumet, Christian Dior, Esprit de Luxe, L’Oréal, Louis Vuitton, Piaget, Sephora, Van Cleef & Arpels, Yves Saint Laurent.