Although the last several years produced many naysayers who predicted that online sales and the pandemic would bring about the death of bricks-and-mortar retail, they were mistaken – at least at this moment.
Instead, even during a pandemic, many luxury customers are showing a deep desire to visit bricks-and-mortar stores, and they are doing it frequently, even if it means waiting in long lines and in bad weather.
Just tell a customer today that you can show her something that is not on the selling floor, not yet seen by others, and she will not leave your side. Some of the biggest growth is at the highest price points, with high jewelry and high watch creations selling in the tens and hundreds of thousands and even higher.
Physical senses such as touch and feel create an emotional connection. When advisors shift from pointing to a piece in a showcase to immediately handing it to the customer, magic ensues. The customer begins to dream and feel a sense of ownership. Instead, what is required is a genuine curiosity to authentically discover the client. An advisor who truly cares and applies the best discovery practices brings the customer back to bricks-and-mortar again and again.Luxury brands understand the importance of creating theater in their bricks-and-mortar stores and customers truly appreciate being transported into a world unlike their own.
When done well, advisors become facilitators of the customer’s journey through select words, actions, rituals and by making curated recommendations.
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