Luxury Brand Consumer Journey
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Choose a brand from the list below and conduct a retail safari in Paris, from online to offline and analyze how the brand was successful at creating a seamless online to offline luxury consumer journey.
The research will be based on about each student “consumer journey” and should integrate some omni channel elements as well as an evaluation of the offline store luxury shopping experience and luxury service best and worse practices.
For this, you should create your own visit scenario. You should also try to engage at the end of the store visit to see if and how the sales associate will maintain contact or not, exchange of contact details, CRM, etc.
The delivery should be in the format of a PPT that respects the following structure & sequence. 21-30 slides
Brand presentation focused on retail presence in Paris(1slide)
Convenience of website store locator(1/2slide)
Possibility to check online product availability and make appointment (1/2 slides)
First impressions and welcoming ritual(2slides)
Sales associates ability to engage , findout your scenario(1slide)
Professional dimension of luxury service(2/3slides)
Aesthetic dimension of luxury service(2/3slides)
Human dimension of luxury service(2/3slides)
Leadership dimension of luxury service& selling skills(2/3slides)
Presence of technology in the store, sales associate’s empowerment (2/3 slides)
11. Sales associates support of brand’s e-commerce (2 slides)
12. Last impressions: departure ceremony. (1 slide)
13. Offline to Online: did the sales associate maintain contact, asked your contact details, re-contact you, etc. (2/3 slides)
1. Fashion & accessories
Louis Vuitton
Dior
Fendi
Givenchy
Kenzo
Loro Piana
Céline
Rimowa
Gucci
Bottega Veneta
Saint Laurent
Balenciaga
Stella McCartney
Chanel
Pierre Balmain
Hermès
Christian Louboutin
Burberry
Jimmy Choo
Prada
Dolce & Gabana
Ermenegildo Zegna
Salvatore Ferragamo
Tod’s
Roger Vivier
Valentino
Moncler
Ralph Lauren
Tommy Hilfiger
Coach
Tory Burch
2. Beauty
Chanel beauty
La Prairie
LaMer
Clarins
Dior Beauty
Givenchy Beauty
Guerlain
Benefit Cosmetics
Lancôme
Giorgio Armani beauty
Yves Saint Laurent beauty
Kiehl’s
Estée Lauder
3/ Retailers
Le Bon Marché
Sephora
4. Watches & Jewelry
Tiffany
Boucheron
Bvlgari
Cartier
Van Cleef & Arpels
Patek Philippe
Audemars Piguet
Rolex
Hublot
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