Get Your Customers To Love You! How Barneys New York Thrives on Customer Experience in The...

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


as badly as the

product.

An experience they want


YOUR Brand?

And keep them shopping for


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

http://www.customerengagementmagazine.com/KevinThompson.html


What are the Biggest differences from other markets?


Highlights from the

Interview

The Product. Photo Credits: Thewindow.barneys.com


It’s Primarily Limited. Photo Credits: www.barneys.com/on/demandware.store/Sites-BNY-Site


It’s handcrafted. Photo Credits: Thewindow.barneys.com/esquivel-studio-tour/


It’s produced in small quantities. Photo Credits: Thewindow.barneys.com/margiela


It’s pricey.


Photo Credits: www.barneys.com/on/demandware.store/Sites-BNY-Site/default/Search-Show?cgid=womens-bags


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,


Like …

Bridge Brands,


Like …

and Mainline Retail.


Like …


But, the GAP has narrowed significantly. Photo Credits: picjumbo.com | Viktor Hanacek

Why?


The influence of Online Shopping,


Photo Credits: pixabay.com | LoboStudioHamburg

Customer Behavior, and


Expectations Spending Money.


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.


People just aren’t shopping the same way.

Photo Credits: pixabay.com |Geralt

So, how do you know what your customers want?


We worked with the consulting group Millward Brown Optimor and

conducted a 2-year long customer

experience study.


http://www.millwardbrown.com/subsites/vermeer/home

During the study we asked our customers and

they told us what they wanted.


So, what do they want?



They want a feeling more than a product.

Photo Credits: http://thewindow.barneys.com/prada-windows-details


When they walk into Barneys New York, they want …

Photo Credits: Pixabay.com

A warm greeting

and someone

to ask their

name.


Photo Credits: Pixabay.com | GLady

Why do people shop for your brand?


It’s about relationships!


We have customers who have 15-20 year relationships

with their sales associates.



They know them. Photo Credits: picjumbo.com | Viktor Hanacek


They know their children.

Photo Credits: picjumbo.com | Viktor Hanacek


Photo Credits: PickupImage.com | Tibet

They know their likes.

Photo Credits: Picjumbo.com

They know their dislikes.



We launched concierge type services to become even more a part of our

customer’s life.


Photo Credits: www2.exclusiveresorts.com/2015Journeys


We partnered with EXCLUSIVE Resorts,

the Leader in luxury

vacation travel.

Photo Credits: www2.exclusiveresorts.com/2015Journeys


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


Photo Credits: Thewindow.barneys.com/freds-chicago


When a customer dines in one of our restaurants ...


c

They can feel good knowing the food is sourced from the freshest

local suppliers. Photo Credits: Pixabay.com | Geralt


Photo Credits: Bigfoto.com

c They are free to ask for a glass

of complimentary wine.


We share food & drink recipes on our site.

thewindow.barneys.com

http://thewindow.barneys.com/?s=recipes

c We have to

pay attention to the details …



Like how a sales associate connects & communicates

with a customer.



How they handle the garment

a customer is about to purchase.


Photo Credits: www.barneys.com

What they do after the purchase

is made, like…


Walk you out of the store, across the parking lot, and place the bags in your car.


Photo Credits: Pixabay.com | Jingoba


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 …




make sure thank-you notes are sent.

We make sure all the customer data

is up-to-date.


Customer Experience in the Luxury Marketplace

c

We keep adding features & benefits

to our credit card programs. Photo Credits: Pixabay.com


c

We roll out new gifting programs and incentives for our sales associates to

help inspire them to get to know our customers better.


We offer more than just our products.



Photo Credits: Pixabay.com | Stux

We created a service environment


Photo Credits: Dreamstime | Cia Pix

with a feel-good experience.

As a result of these changes, we found significant,

tangible improvements.


Average purchase levels.


éUP

Average transaction size.


éUP

First-time purchases.


éUP


éAverage spend on credit cards UP significantly. UP

The keyword in the luxury marketplace is…


Customize.


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

Thanks for viewing!

http://customerengagementmagazine.com

http://www.contenttriggers.com

http://twitter.com/DebMonfette

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Get Our Full Video Interview with Kevin Thompson, VP Customer Experience at Barneys New York.



Date post:	26-Jun-2015
Category:	Marketing
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