1. How Barneys New York Thrives on Customer Experience
in The Competitive Luxury Market
Get Your
Customers
to
By Deb Monfette, Customer Engagement Magazine | @DebMonfette

2. Kevin Thompson, VP of
Customer Experience
Barneys New York
An Interview With
Ray Stendall, Publisher
Customer Engagement
Magazine
Follow @RayStendallFollow @BarneysNY

3. they
cannot get
anywhere
else?
Customer Experience in the Luxury Market
How can you give your customers
an unparalleled, branded experience

4. Customer Experience in the Luxury Market
as
badly
as the
product.
An experience they want

5. Customer Experience in the Luxury Market
YOUR
Brand?
And keep them shopping for

6. 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.

7. 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

8. What are the Biggest differences
from other markets?
Customer Experience in the Luxury Market
Highlights
from the
Interview

9. The Product.
Photo Credits: Thewindow.barneys.com
Customer Experience in the Luxury Market

10. It’s Primarily Limited.
Photo Credits: www.barneys.com/on/demandware.store/Sites-BNY-Site
Customer Experience in the Luxury Market

11. It’s handcrafted.
Photo Credits: Thewindow.barneys.com/esquivel-studio-tour/
Customer Experience in the Luxury Market

12. It’s produced in small quantities.
Photo Credits: Thewindow.barneys.com/margiela
Customer Experience in the Luxury Market

13. 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

14. Customer Experience in the Luxury Market
Our customers have HIGH expectations.
Photo Credits: Gratisography.com

15. years ago,
there was a great divide between …
10
Customer Experience in the Luxury MarketplaceCustomer Experience in the Luxury Market

16. Luxury Brands,
Customer Experience in the Luxury Market
Like …

17. Bridge Brands,
Customer Experience in the Luxury Market
Like …

18. and Mainline Retail.
Customer Experience in the Luxury Market
Like …

19. Customer Experience in the Luxury Market
But the GAPhas narrowed significantly.
Photo Credits: picjumbo.com | Viktor Hanacek

20. Why?
Customer Experience in the Luxury Market

21. The influence of
Online Shopping,
Customer Experience in the Luxury Market
Photo Credits: pixabay.com | LoboStudioHamburg

22. Customer Behavior, and
Customer Experience in the Luxury Market

23. 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.

24. Customer Experience in the Luxury Market
People
just aren’t
shopping
the
same
way.
Photo Credits: pixabay.com |Geralt

25. So, how do you know what your
customers want?
Customer Experience in the Luxury Market

26. We worked with the consulting group
Millward Brown Optimor and
conducted a
2-year long customer
experience study.
Customer Experience in the Luxury Market

27. During the study
we asked our customers and
they told us
what they wanted.
Customer Experience in the Luxury Market

28. So, what do they want?
Customer Experience in the Luxury Market

29. Customer Experience in the Luxury Market
They want a feeling more than a product.
Photo Credits: http://thewindow.barneys.com/prada-windows-details

30. Customer Experience in the Luxury Market
When they walk into Barneys New York,
they want …
Photo Credits: Pixabay.com

31. A warm
greeting
and
someone
to ask
their
name.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com | GLady

32. Why do people shop for your brand?
Customer Experience in the Luxury Market

33. It’s about relationships!
Customer Experience in the Luxury Market

34. We have customers who have
15-20 year relationships
with their sales associates.
Customer Experience in the Luxury Market

35. Customer Experience in the Luxury Market
They know them.
Photo Credits: picjumbo.com | Viktor Hanacek

36. Customer Experience in the Luxury Market
They know their children.
Photo Credits: picjumbo.com | Viktor Hanacek

37. Customer Experience in the Luxury Market
Photo Credits: PickupImage.com | Tibet
They know their likes.
Photo Credits: Picjumbo.com

38. They know their dislikes.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com

39. We've launched concierge type services
to become even more
a part of our
customers' lives.
Customer Experience in the Luxury Market

40. Photo Credits: www2.exclusiveresorts.com/2015Journeys
Customer Experience in the Luxury Market
Exclusive Resorts,
the Leader in
luxury
vacation
travel.
We've partnered with

41. 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

42. We've satisfied our shoppers' appetites
with Barneys restaurants
in New York, Chicago &
Beverly Hills.
Photo Credits: Thewindow.barneys.com
Customer Experience in the Luxury Market

43. Photo Credits: Thewindow.barneys.com/freds-chicago
Customer Experience in the Luxury Market
When a customer dines in one of our
restaurants ...

44. 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

45. Customer Experience in the Luxury Market
Photo Credits: Bigfoto.com
c
They are free to ask for a glass
of complimentary wine.

46. Customer Experience in the Luxury Market
We share food & drink
recipes on our site.
thewindow.barneys.com

47. c
We have to
pay attention to the details …
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com

48. Like how a sales associate
connects & communicates
with a customer.
Customer Experience in the Luxury Market
Photo Credits: Pixabay.com

49. How they
handle the garment
a customer is about to purchase.
Customer Experience in the Luxury Market
Photo Credits: www.barneys.com

50. What they do
after the purchase
is made, like…
Customer Experience in the Luxury Market

51. 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

52. Customer Experience in the Luxury Market
c
Our customers
remember the details and will
come back again and again.
Photo Credits: Picjumbo.com

53. We also reach out after the sale and …
Customer Experience in the Luxury Market

54. Customer Experience in the Luxury Market
Photo Credits: Pixabay.com
make sure thank you notes
are sent.

55. We make sure
all the customer data
is up-to-date.
Customer Experience in the Luxury Market

56. Customer Experience in the Luxury Marketplace
c
We keep adding
features & benefits
to our credit card programs.
Photo Credits: Pixabay.com

57. 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

58. We offer more than
just our products.
Customer Experience in the Luxury Market

59. Customer Experience in the Luxury Market
Photo Credits: Pixabay.com | Stux
We created a
service environment

60. Customer Experience in the Luxury Market
Photo Credits: Dreamstime | Cia Pix
with a
feel-good experience.

61. As a result of these changes,
we found significant,
tangible improvements.
Customer Experience in the Luxury Market

62. Average purchase levels.
Customer Experience in the Luxury Market
é
UP

63. Average transaction size.
Customer Experience in the Luxury Market
é
UP

64. First-time purchases.
Customer Experience in the Luxury Market
é
UP

65. Customer Experience in the Luxury Market
é
Average spend
on credit cards
UP
significantly. UP

66. The keyword in the luxury marketplace is…
Customer Experience in the Luxury Market

67. Customize.
Customer Experience in the Luxury Market
http://thewindow.barneys.com/nars-phillip-lim-nail-polish/

68. 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!

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70. CLICK HERE
Discover
How to Deliver
an Amazing
Customer
Experience by
Building Lasting
Customer
Relationships
Get Our Full Video Interview with
Kevin Thompson,
VP Customer Experience at Barneys New York.