Source: Luxury Daily
Mobile devices play a key role in luxury brand client experience, according to a study released by the Luxury Institute.
Luxury brands are increasingly creating mobile applications to engage on-the-go consumers. Instead of coming in last on the mobile playing field as they did with Web, luxury brands are eager to be a step ahead.
“Mobile devices play a major role in the client experience, and can help create a great experience for the sales professional and the customer,” he said.
According to the study, luxury brands are lacking primarily in the sales experience.
“We have great products and we may even have great store venues, but the people interactions are lacking,” Mr. Pedraza said. “They are not listening to customers and their needs.
“The customer engagements are in a sorry state,” he said. “The companies recognize that they are not customer-centric.
The Luxury Institute predicts more upscale brands will develop mobile applications over the next year and that they will use devices like the iPad to scan business cards or collect customer information without having the sales professionals leave the floor, creating a seamless experience.
They can also guide customers through rich sales presentations, search for out-of-stock inventory within the system, make online transactions and schedule a delivery.
Consumers can also opt-in to have their mobile devices sync with the store’s, allowing sales professionals greet the consumer by name when they enter, creating a more personal feel.
“There will be a tremendous critical mass of activity in 2011 in rebuilding customer experience using technology, but it still requires people,” Mr. Pedraza said. “It’s fantastic for the luxury industry.