We’ve all seen the television shows where a woman walks into a cafe and the barista is waiting with a smile and her daily coffee. Or, the classic sitcoms where the regulars are seated around at the bar and everyone is known on a first name basis.
This type of treatment is common among regulars in sit-down establishments like restaurants and bars. The bartenders and waiters see a jump in their tips if they are friendly to you, and take it upon themselves to learn things like your name, occupation, and personal interests.
When you move into the online space, the shopping experience can be a little bit impersonal.
You’ve probably already had the thrill of clicking out of a shopping cart on a website, only to see their ads following you everywhere you go.
Retargeting is one of the biggest trends in online marketing, and rightly so. It encourages consumers to come back. However, there’s something stronger that works even better for driving customer retention: loyalty through elite service.
The more that you are able to personalize the experiences that your customers have, the easier it is for them to pass up other brands who don’t treat them like part of the family.
Luxury is a huge decision, the purchases carry hefty price tags, and consumers want to make sure that they are getting the most for their money. However, what influences these buying decisions more than anything else?
How flawless is their buying experience?
The experience of working with a brand is just as important as the experience of the products themselves.
One of the first things to keep in mind in the luxury market is that a customer’s buying process has multiple touchpoints. Each of those unique touch points should be addressed individually in a way that is consistent with the major selling points of the brand.
Meaning, that each step of the way needs to feel like a red carpet experience, otherwise customers will feel shorted. From the first time they land on your site or walk into your physical storefront, their needs should be exceeded.
However, it’s not just first impressions that win over customers.
Customers who have a good experience five times in a row, will become a regular–while having a bad experience before five visits could lose the customer…forever!
So how can you tailor your website to meet the personal needs of luxury buyers?
Content Needs to Stand Out
When readers visit your blog they are looking to learn something, to be entertained, or encounter something that they didn’t know before.
When they read content that stands out, they will be more likely to share that content and bookmark your page.
Email Lead Capture is Key
Capturing leads through email lead gen software is a huge opportunity.
Whether it’s offering a discount or giving away something of value–you have to strive to increase the amount of conversions to your website email list.
The more that you can get visitors to convert to subscribers the better chance you have of getting them to eventually become customers.
This is also a chance for you to showcase your brand’s personality. Don’t be generic, be bold, luxurious, and different.
VIP Special Treatment Discounts and Specials
Everyone likes to feel like they are getting special service–even if they aren’t!
The best way to make someone feel like they are getting a deal is to give them one!
Customers love VIP treatments and nothing says that you appreciate your customers like giving them incentives after repeated business.
In-Store Appointments Booked Online with Staff
Every customer wants to make sure that when they come to your physical store that they will be able to meet with a qualified salesperson.
However, in order to make sure that they get the best experience possible–why not have an online appointment application that will help them to book an appointment to guarantee that they will get the assistance that they need?
This can be used by either online stores or physical storefronts. Both models can take advantage of this very simple solution.
Online businesses can set up a time to speak with a customer service representative, who can answer their questions more thoroughly.
In-store personnel can block out time for online appointments, and this will help them to manage walk-ins and staff attention.
By having appointments it makes your stores seem more exclusive. Which is a positive when you are breaking into the upper echelons of the market.
Virtual Chat Online
Have a smaller team and can’t afford to have your employees taking time to devote to customers individually?
Implementing virtual online chat is simple and it’s an elegant solution to answering questions and dealing with customer’s needs.
Instead of having to be physically present to explain things, you can access your customers right before the point of sale. This makes it easier to get the answers that they need, while simultaneously getting you more sales.
Special Quarterly events
Ever feel like heading to a special occasion? It’s a luxurious feeling which makes you want to… spend more money–among other things.
However, customers love to be rewarded during quarterly events where they can stock up on the latest season’s goods, or get something that they’ve been wanting at a reduced price.
Anytime you can offer subscribers, or customers real-time or online events its a great way to say thank you and to personalize your brand’s experience.
Take the Time To Make Your Brand Shine
The more you are able to get clients to feel like they are the center of your universe, the more they will want to spend, and the more they will seek to buy from you!
Today’s competition is steeper than ever. Gone are the days where a witty magazine ad could drive revenue. In today’s world you need to stand out and remain in touch with your consumers constantly and if they don’t get the service they are looking for from you–they’ll find it somewhere else!
Treating your customers better starts with making it more personalized. When they feel special using your products, they will associate you with their success!
“Names are the sweetest and most important sound in any language.”
Be on a first-name basis with all of your customers. Remember, treating people better doesn’t require any extra effort. It just requires more patience and strong systems that run like clockwork.