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F U T U R E F O RWA R D:BUilDing A lAsTing AnD inTimATE RElATiOnship    WiTh CUsTOmERs ACROss All ChAnnEls                ...
Frette – Founded in 1860 in Monza, Italy outside of MilanLa Perla – Founded in 1954, Bologna, ItalyHow do we grow and adap...
i.   Spread the “Love” acroSS SaLeS channeLS•    Let customers know they matter, that they are     on your mind•	 Customer...
personalized email
i.   Spread the “Love” acroSS SaLeS channeLS•	 Stay in touch     Communicate to them in their preferred method     · Phone...
i.   Spread the “Love” acroSS SaLeS channeLS•	 Facebook survey of CEO’s, Top Executives and Entrepreneurs     · only women...
print mailer   HOPING YOU VISIT US   FOR VALENTINE’S DAY.   BEST WISHES,   LA PERLA                                       ...
ii.   Know Your cuStomerS intimateLY•				Conduct survey•				Have store managers provide more insights into customers      ...
ii.   Know Your cuStomerS intimateLY•				Host them at private events at stores or CEO’s home•				Google them
iii.   court Your cuStomerS•				Foot traffic decreased during current downturn•				Google brand specific searches down•			...
wsj ads
wsj ads
style.com ads
blog / webpostings
iii.   court Your cuStomerS•				Remain attractive   · Frette re-designed Madison Avenue store     with top interior design...
web re-design
youtube videos
vi.   reap the rewardS = Lifetime vaLue•				Consumers are editing brands      · Deleting brands and stores where negative ...
iv.   treaSure Your cuStomerS•				Avoid being a “one-night stand”      · How many times do customers come back in 1 year? ...
iv.   treaSure Your cuStomerS•				Turn any negative experiences into a positive      · Respond to any e-mails of issues ad...
v. it’S   aLL about convenience – be avaiLabLe 24/7•				Be there for them when they need you the most•				Exceed customer ...
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Luxury Multi-Channel Marketing in a Recession

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I gave this presentation on "Luxury Innovations: Growing Your Business Online In a Recession" at Luxury Interactive Conference in London & New York in 2009. Many learnings still apply. Includes social, display, email, in-store tactics.

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Luxury Multi-Channel Marketing in a Recession

  1. 1. F U T U R E F O RWA R D:BUilDing A lAsTing AnD inTimATE RElATiOnship WiTh CUsTOmERs ACROss All ChAnnEls cecilia pagkalinawan vp e-commerce & direct marketing frette, inc. and la perla, inc.
  2. 2. Frette – Founded in 1860 in Monza, Italy outside of MilanLa Perla – Founded in 1954, Bologna, ItalyHow do we grow and adapt to the current global marketplacewithout sacrificing the “love” of our customers?How do we remain relevant in their lives in a boomingeconomy as well as in a downturn?
  3. 3. i. Spread the “Love” acroSS SaLeS channeLS• Let customers know they matter, that they are on your mind• Customers, particularly women, enjoy receiving offers, postcards and catalogues from their favorite brands• Personalized clienteling · Welcome e-mail or letter to new customers · Send personalized emails offering extra sets or matching products from same collection as previous purchase
  4. 4. personalized email
  5. 5. i. Spread the “Love” acroSS SaLeS channeLS• Stay in touch Communicate to them in their preferred method · Phone, mail, e-mail, SMS• Remain accessible · “Contact Us” and “Assistance” links on homepage · 800 number on homepage · Store locations, website URL, AND phone number on print ads and mailers• E-mail marketing, a must · #1 preferred method of contact by affluent consumers
  6. 6. i. Spread the “Love” acroSS SaLeS channeLS• Facebook survey of CEO’s, Top Executives and Entrepreneurs · only women wanted to receive mail from their brands · less than 10% would like to receive text messages from brands · 20% would “friend” a brand on Facebook or MySpace but only if relevant to “their personal brand” or owned by a friend
  7. 7. print mailer HOPING YOU VISIT US FOR VALENTINE’S DAY. BEST WISHES, LA PERLA LA PERLA SLIP LA PERLA SILK ROBE LA PERLA SLIP MINI-SLIP WITH LEAVERS LACE RIBBONS APPLIED ON SHORT SILK ROBE WITH SHAWL COLLAR AND SILK BELT INVISIBLE TULLE $460 STYLE 0006663 SIZE XS - L $249 STYLE 0005203 SIZE XS - XL AVAILABLE IN AVAILABLE IN BLACK (SHOWN), IVORY, TEAL AND FUCHSIA BLACK (SHOWN) AND IVORY 09 N 20 OLLECTIO E’S C VALENTIN
  8. 8. ii. Know Your cuStomerS intimateLY• Conduct survey• Have store managers provide more insights into customers · What were they looking for? · Did they find it? · If they didn’t buy, what was the reason? · Were they looking for something else you do not offer? · Can products be obtained from another store or custom ordered for them · What sizes/colors were they seeking that are no longer in stock?
  9. 9. ii. Know Your cuStomerS intimateLY• Host them at private events at stores or CEO’s home• Google them
  10. 10. iii. court Your cuStomerS• Foot traffic decreased during current downturn• Google brand specific searches down• Go where they are: · Advertise on WSJ.com or Style.com · Sponsor events · La Perla Frick Gala After-Party at St. Regis · La Perla Valentine’s Party at 1Oak• Develop co-marketing initiatives with non-competing brands with similar target customers
  11. 11. wsj ads
  12. 12. wsj ads
  13. 13. style.com ads
  14. 14. blog / webpostings
  15. 15. iii. court Your cuStomerS• Remain attractive · Frette re-designed Madison Avenue store with top interior designer Randall Ridless · La Perla site redesign for launch July 2009• Open new markets · Frette opened flagship at Mandarin Oriental Boston · New Edmond Frette concept store in Westfield, London · Selling online in US only, delivering and selling online internationally by 2010 · La Perla sells online currently in US and Europe
  16. 16. web re-design
  17. 17. youtube videos
  18. 18. vi. reap the rewardS = Lifetime vaLue• Consumers are editing brands · Deleting brands and stores where negative experiences exist · Frequenting those brands which make them feel good and provide superb customer service• Multi-channel customers spend 3 times more than single channel customers• “It is 3 – 5 times” more expensive to acquire a new customer than retain a current customer.”• “Best customers spend 300% more than bottom quintile.”
  19. 19. iv. treaSure Your cuStomerS• Avoid being a “one-night stand” · How many times do customers come back in 1 year? · How many customers have you lost and have not returned in the past 3 years? · How do you win them back?• Provide best customer service · Train associates · Specific guidelines and scripts · Become more accommodating to customers
  20. 20. iv. treaSure Your cuStomerS• Turn any negative experiences into a positive · Respond to any e-mails of issues addressed to website · Make exceptions when accepting returns · Word of mouth, blogs, and viral marketing of negative experiences is deadly• Treat customers unconditionally
  21. 21. v. it’S aLL about convenience – be avaiLabLe 24/7• Be there for them when they need you the most• Exceed customer expectations• Have customer purchasing history viewable by all stores · Make educated and targeted recommendations · Remember size, favorite colors

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