Offer them the luxury of time:
“Extreme luxury is simplicity for the customer,” says Nathalie Gonzalez, Marketing Director of Nespresso France, convinced that digital is only one tool among others available to luxury brands to facilitate usage and improve customer satisfaction. “Digital helps us, for example, to offer our customers faster orders, as well as the geolocation of services close to their homes, such as capsule recycling. Offering an exceptional customer relationship: this is the essence of luxury.
The importance of a unified multi-channel experience:
Thus, digital channels – the brand’s platform, blogs, social networks – play an important role in the search for information that leads to purchases: more than 9 out of 10 consumers who get information via digital and in stores will ultimately buy in stores, notes the latest study “Travel to the heart of luxury”, conducted by Albatross and 1000mercis, and unveiled in October 2017. That’s the importance of a unified multi-channel shopping experience.
Talk to an advisor through click-to-call:
Specializing in high-end leather goods, Longchamp has equipped its site with a “click-to-call” module. Deployed by the start-up WannaSpeak, it allows Internet users to talk to an advisor.” It seems important to us to accompany the client at key moments in the purchasing process,” explains Benoît Dausse, associate director and co-founder of WannaSpeak.
He may need reinsurance before validating his basket.” In practice, telephone connection buttons are present throughout the online catalogue in the product sheets.
“Our objective is to increase the conversion rate while increasing customer satisfaction. Luxury customers are demanding in terms of service quality,” adds Jessica Fontaine, project manager at Longchamp.