Part III: Making Client Relationships More Meaningful
by Michel Chevalier, Michel Gutsatz
Luxury Retail and Digital Management, 2nd Edition
- Cover
- Foreword
- Introduction
- Part I: Important Choices in Luxury Distribution
- Chapter 1: The Various Models in Luxury Distribution
- Direct and Indirect Distribution
- Evolution and Perspectives of the Various Types of Sales Outlets
- Advantages and Disadvantages of the Various Distribution Channels
- Notes
- Chapter 2: Do Luxury Products Still Sell in Stores?
- The Owner Becomes a Retailer as Well
- Different Situations According to the Different Luxury Segments
- Watch Manufacturers and Niche Perfumers Are Creating Single-Brand Outlets
- The Future of Multi-Brand Stores
- The Special Case of Travel Retail
- Note
- Chapter 3: Concept and Design of a Luxury Boutique
- Relaunching a Brand: The Urgency for a New Concept of Boutiques
- The Concept of the Boutique: Applying the Brand's Vision
- Store Formats: Closed or Open?
- Customising Boutiques and Flagships
- Visual Merchandising and the Institutional Image of the Brand
- Notes
- Chapter 4: Online, Offline or O2O?
- From Yoox.com to the Merger with NET-A-PORTER.com
- A Brief History of the Love/Hate Relationship that Luxury Brands Have with the Internet
- Note
- Part II: Know and Understand the Client
- Chapter 5: Putting the Customer Back in the Centre
- Looking at It from the Customers' Side: Why Have They Logged On and How Do They Use the Internet?
- The Seven Rules of the Internet and Social Networks
- Notes
- Chapter 6: Customer Identification and CRM
- Managing the Customer Database
- Marketing Data
- How Can One Recognise a Client?
- Using the Customer Database
- Notes
- Chapter 7: The Challenges of Offline and Online Integration
- What Are the Criteria for Offline/Online Integration?
- Global Tracking of Customers (Especially Chinese)
- Notes
- Chapter 8: Logistics Adapted to a Digital Culture
- The Traditional System
- Number of Stores in Each City
- Details Are Important in a Logistics System: An Example
- The New Logistics Systems
- Stores Without Sales Staff
- The Challenges of Logistics
- Notes
- Part III: Making Client Relationships More Meaningful
- Chapter 9: Customer Behaviour in the Store or Online
- Store Behaviour Patterns
- Expectations and Perceptions in a Store
- The Basic Rules of Supermarket Merchandising
- Notes
- Chapter 10: The Importance of Stores for Building Customer Relationships
- Why Sales Staff Need to Know Everything About the Brand
- The Problem of Retail: Retaining One's Clients
- Managing a Store: A Very Special Job
- Building a Customer Relationship: The Challenge of Individualised Service
- Notes
- Chapter 11: Customer Experience and Building Loyalty
- Step 1: Focus on the Customer
- Step 2: The Loyalty Effect – Transforming Regular Customers into Brand Ambassadors
- Step 3: Offer a Unique Experience – and Anticipate All the Possible Consequences in Terms of Internal Organisation
- Step 4: Define the Contract Between the Brand and Its Customers and Adopt Four Tools for Business Optimisation
- Step 5: Define Customer Journeys and Identify Important Contact Points
- Step 6: Elaborating the Customer Experience in Luxury Brands
- Notes
- Chapter 12: How the Internet Has Shattered the Traditional Sales Model
- Is Selling Online Sufficient in Itself?
- Is Selling in Stores (Offline) Sufficient in Itself?
- Notes
- Part IV: Management Tools for Luxury Stores
- Chapter 13: Location of Sales Points
- The Classification of Stores in the Mass-Product Market
- The Case of Luxury: Different Types of Sales Outlets
- How Many Outlets Should There Be in a Given City?
- ‘A Store Should Be a Place of Worship’ or an ‘Institution’
- In Which International Cities Should One Open Stores?
- The Case of Mainland China
- Why Choose One City Rather than Another?
- Trade Areas Analysis
- Clusters
- Adapt the Location to the Hallmarks of Luxury
- The Various Types of Commercial Leases
- Note
- Chapter 14: Managing Store Personnel: A Toolbox
- Tool No. 1: A Typical Sales Organisation
- Tool No. 2: Managing the Recruitment of Sales Teams1
- Tool No. 3: Defining the Responsibilities of Store Personnel
- Tool No. 4: Job Descriptions
- Tool No. 5: Career Advancement
- Tool 6: Setting Turnover Targets
- Tool No. 7: Defining a Fair Retail Compensation System
- Tool No. 8: Grooming Guidelines for Employees
- Tool No. 9: Global Business Ethics
- Note
- Chapter 15: At What Price Should Products Be Sold?
- Pricing Policy Under Normal Conditions
- Let Us Look at Margins Again
- The Particular Case of Fashion Retailing
- Price Reductions and Sales
- Note
- Chapter 16: Financial Analyses of Sales Points
- Financial Analysis of a Sales Point
- Applying Key Ratios
- Turnover Forecasts
- Inventory and Controlling Margins
- Analysis of Returns on Investment
- Information Systems
- Note
- Conclusion
- Bibliography
- About the Authors
- Index
- End User License Agreement
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