Post on 26-Jun-2015
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How Barneys New York Thrives on Customer Experience in The Competitive Luxury Market
Get Your Customers to
By Deb Monfette, Customer Engagement Magazine | @DebMonfette
Kevin Thompson, VP of Customer Experience Barneys New York
An Interview With Ray Stendall, Publisher Customer Engagement Magazine
Follow @RayStendall
Follow @BarneysNY
they
cannot get anywhere
else?
Customer Experience in the Luxury Market
How can you give your customers an unparalleled, branded experience
Customer Experience in the Luxury Market
as badly as the
product.
An experience they want
Customer Experience in the Luxury Market
YOUR Brand?
And keep them shopping for
Customer Experience in the Luxury Market
You’ll soon find out as Kevin Thompson
shares insider tips on how Barneys New York
survives & thrives in the competitive
Luxury Market.
Get Our Full Video Interview with Kevin Thompson, VP Customer Experience at Barneys New York.
CLICK HERE
Discover How to Deliver an Amazing Customer Experience by Building Lasting Customer Relationships
What are the Biggest differences from other markets?
Customer Experience in the Luxury Market
Highlights from the
Interview
The Product. Photo Credits: Thewindow.barneys.com
Customer Experience in the Luxury Market
It’s Primarily Limited. Photo Credits: www.barneys.com/on/demandware.store/Sites-BNY-Site
Customer Experience in the Luxury Market
It’s handcrafted. Photo Credits: Thewindow.barneys.com/esquivel-studio-tour/
Customer Experience in the Luxury Market
It’s produced in small quantities. Photo Credits: Thewindow.barneys.com/margiela
Customer Experience in the Luxury Market
It’s pricey.
Customer Experience in the Luxury Market
Photo Credits: www.barneys.com/on/demandware.store/Sites-BNY-Site/default/Search-Show?cgid=womens-bags
Customer Experience in the Luxury Market
Our customers have HIGH expectations.
Photo Credits: Gratisography.com
years ago,
there was a great divide between … 10
Customer Experience in the Luxury Marketplace Customer Experience in the Luxury Market
Luxury Brands,
Customer Experience in the Luxury Market
Like …
Bridge Brands,
Customer Experience in the Luxury Market
Like …
and Mainline Retail.
Customer Experience in the Luxury Market
Like …
Customer Experience in the Luxury Market
But, the GAP has narrowed significantly. Photo Credits: picjumbo.com | Viktor Hanacek
Why?
Customer Experience in the Luxury Market
The influence of Online Shopping,
Customer Experience in the Luxury Market
Photo Credits: pixabay.com | LoboStudioHamburg
Customer Behavior, and
Customer Experience in the Luxury Market
Expectations Spending Money.
Customer Experience in the Luxury Market
It saves time.
It’s personal!
It’s gotten rave reviews.
It’s customized.
It’s my dream …
It’s pure comfort.
It’s convenient.
It a lifestyle!
It’s luxury.
It’s a limited-edition.
It makes me feel special.
It’s what I want.
It’s a VIP service.
Customer Experience in the Luxury Market
People just aren’t shopping the same way.
Photo Credits: pixabay.com |Geralt
So, how do you know what your customers want?
Customer Experience in the Luxury Market
We worked with the consulting group Millward Brown Optimor and
conducted a 2-year long customer
experience study.
Customer Experience in the Luxury Market
During the study we asked our customers and
they told us what they wanted.
Customer Experience in the Luxury Market
So, what do they want?
Customer Experience in the Luxury Market
Customer Experience in the Luxury Market
They want a feeling more than a product.
Photo Credits: http://thewindow.barneys.com/prada-windows-details
Customer Experience in the Luxury Market
When they walk into Barneys New York, they want …
Photo Credits: Pixabay.com
A warm greeting
and someone
to ask their
name.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com | GLady
Why do people shop for your brand?
Customer Experience in the Luxury Market
It’s about relationships!
Customer Experience in the Luxury Market
We have customers who have 15-20 year relationships
with their sales associates.
Customer Experience in the Luxury Market
Customer Experience in the Luxury Market
They know them. Photo Credits: picjumbo.com | Viktor Hanacek
Customer Experience in the Luxury Market
They know their children.
Photo Credits: picjumbo.com | Viktor Hanacek
Customer Experience in the Luxury Market
Photo Credits: PickupImage.com | Tibet
They know their likes.
Photo Credits: Picjumbo.com
They know their dislikes.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com
We launched concierge type services to become even more a part of our
customer’s life.
Customer Experience in the Luxury Market
Photo Credits: www2.exclusiveresorts.com/2015Journeys
Customer Experience in the Luxury Market
We partnered with EXCLUSIVE Resorts,
the Leader in luxury
vacation travel.
Photo Credits: www2.exclusiveresorts.com/2015Journeys
Customer Experience in the Luxury Market
You can experience once-in-a-lifetime,
customized, luxury residences, journeys, and events.
http://www.exclusiveresorts.com
We satisfied our shopper’s appetites with Barneys restaurants
in New York, Chicago & Beverly Hills.
Photo Credits: Thewindow.barneys.com
Customer Experience in the Luxury Market
Photo Credits: Thewindow.barneys.com/freds-chicago
Customer Experience in the Luxury Market
When a customer dines in one of our restaurants ...
Customer Experience in the Luxury Market
c
They can feel good knowing the food is sourced from the freshest
local suppliers. Photo Credits: Pixabay.com | Geralt
Customer Experience in the Luxury Market
Photo Credits: Bigfoto.com
c They are free to ask for a glass
of complimentary wine.
Customer Experience in the Luxury Market
We share food & drink recipes on our site.
thewindow.barneys.com
c We have to
pay attention to the details …
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com
Like how a sales associate connects & communicates
with a customer.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com
How they handle the garment
a customer is about to purchase.
Customer Experience in the Luxury Market
Photo Credits: www.barneys.com
What they do after the purchase
is made, like…
Customer Experience in the Luxury Market
Walk you out of the store, across the parking lot, and place the bags in your car.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com | Jingoba
Customer Experience in the Luxury Market
c
Our customers remember the details and will
come back again and again. Photo Credits: Picjumbo.com
We also reach out after the sale and …
Customer Experience in the Luxury Market
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com
make sure thank-you notes are sent.
We make sure all the customer data
is up-to-date.
Customer Experience in the Luxury Market
Customer Experience in the Luxury Marketplace
c
We keep adding features & benefits
to our credit card programs. Photo Credits: Pixabay.com
Customer Experience in the Luxury Market
c
We roll out new gifting programs and incentives for our sales associates to
help inspire them to get to know our customers better.
Photo Credits: Pixabay.com
We offer more than just our products.
Customer Experience in the Luxury Market
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com | Stux
We created a service environment
Customer Experience in the Luxury Market
Photo Credits: Dreamstime | Cia Pix
with a feel-good experience.
As a result of these changes, we found significant,
tangible improvements.
Customer Experience in the Luxury Market
Average purchase levels.
Customer Experience in the Luxury Market
éUP
Average transaction size.
Customer Experience in the Luxury Market
éUP
First-time purchases.
Customer Experience in the Luxury Market
éUP
Customer Experience in the Luxury Market
éAverage spend on credit cards UP significantly. UP
The keyword in the luxury marketplace is…
Customer Experience in the Luxury Market
Customize.
Customer Experience in the Luxury Market
http://thewindow.barneys.com/nars-phillip-lim-nail-polish/
Presentation Created By
Deb Monfette, Content Marketing Producer & Contributor for Customer Engagement Magazine and Content Creator at Contenttriggers
For more information on Engaging Customers …
Follow me @debmonfette
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