The In-Store Luxury Shopping Experience

THE LUXURY SHOPPING EXPERIENCE Understanding the Shopping Behaviors and Preferences of Luxury Consumers Today's luxury consumers desire experience and the physical retail store plays a fundamental role in consumer shopping journey as it serves as an experiential space to immerse consumers into a multi-sensory brand experience where digital technology is the key to magnify an exceptional in-store shopping experience that can help to facilitate consumer shopping journey and ultimately leading to higher sales 1. The Purpose of Store Visit 3. Consumer Shopping Experience 31.5% 34.2% 34.2% & the percentage of consumers who made the purchase on the same day V Good Experience I was just window shopping I wanted a physical I wanted to purchase there touch 76.7% TÝÛÛ 2. Consumer Shopping Journey V Neither Good nor Bad Experience 35.6% ITT Exploring Evaluation Purchase V Bad Experience 0% 4. The Shopping Preference -The Good Shopping Experience----- 84% preferred sale staffs to assist them only when requested over one-on-one personal service. "Good customer service and decorate store to persuade customers deciding to buy their products." 5. The Most Important (Female, between ages 30-39 from Thailand. Visited Louis Vuitton, Thailand) "It was very tempting because they have lot of good stuffs to get and I had little time to check them all." Behaviors & Attitudes* of a Sale Staff * Polite, Friendly, Knowledgeable, Helpful, Professional (Male, between ages 21-29 from Nigeria. Visited Bvlgari, Malaysia) "I like how the store was made up with all the mannequins and the lights and the smell of leather." Politeness is the most important! Friendly is the most important! Knowledaeable (Female, between ages 30-39 from Philippines. Visited Chanel, Hong Kong) is also important! Agree! -The Bad Shopping Experience-- "There was not enough staff and the queues were very long, this applies for the checkout as well as changing rooms." (Male, between ages 30-39 from Germany. Visited Ralph Lauren, UK) Japanese Chinese White -Helpful Without Being Pushy!- 6. The Most Important Aspect* for a Pleasurable Shopping Experience "Upon entering the store, staff were immediately helpful and enthusiastic without being too pushy. Staff were most helpful and knowledgeable in giving advice on products in store. I feel that the aid given by the assistant in store made the experiencing the item lead to a much higher quality of the overall experience." * Education (e.g., the craftsmanship, the heritage and history of the brand) * Aesthetic (e.g., beautiful architecture design, decorations, colors) * Entertainment (e.g., music, fashion show) * Escapist (e.g., Indulge the luxury lifestyle) Aesthetics & (Male, between ages 21-29 from United Kingdom. Visited Mulberry, UK) Education is the most important! 7. A Pleasurable Shopping Experience 71.3% agreed would stay longer to explore the store if they have a pleasurable shopping Cultural Independent 8. The Most Preferred Luxury Brand Experience 1. I can browse/shop freely in the store 95% 2. The store can offer trustworthy information tailored to my own needs 84.5% 75% 3. I can comfortably make payment without queuing over the counter 4. I can try out the products virtually 63% 5. I can digitally connect and interact with the brand and products 56.5% 9. Recommendations Research Methodology How? Online questionnaire survey Omni-Channel Retail & Who? 200 online participants from 30 different countries. Agile Commerce A large proportion was made up of 40% Chinese, 30.5% White, & 10% Japanese The total sample consisted of 53.5% & 46.5% 78% of them between 21-39 age group Tech Savvy Sale Staffs Augmented Reality >Interactive Digital Content > Mobile Payment > Mobile Apps They are luxury consumers who acquired accessible & sometimes exceptional Iluxury products in the last two years and also potential luxury consumers who have been identified to demonstrate positive attitudes and aspire consume luxury products in the future This infographic is created by Ally Cheah. A job seeker who interested in IT, Customer Service, & Business Analyst role in Visit Ally's Linkedin here [email protected]