Presentation on theme: "Decisive preference shaping in a post- crisis enviroment."— Presentation transcript:
Decisive preference shaping in a post- crisis enviroment
longer decision making process rational and logical decisions functional: superior functionality and quality. desire to be successful and demonstrate this to others. ‘smart’ luxury demonstrates importance reward: showcase their achievements. willing to pay a premium: goods express themselves. They enjoy luxury for the way it makes them feel more emotional approach to purchases. self- indulgence.
favorite brands, but want them at lower prices product innovation cause marketing Multi-channel relationship accessible, while retaining a brand's mystique
Explore the gap Dilemma of perceived vs. actual value Money value Personal value Rewards Staff is essential Educate customers about the reason behind paying price
Customer coaching Quality of staff Styling
Create occasions Communicate Offer entry points
What kind of promotional strategy? Same, clean look of ads Buzz marketing
Preference for ing Personal reward is important Personalization of message Have them attend an event rather than a promotion Successful retail locations operate on an event-based marketing scheme. Novelty and innovation need to be communicated
Inspire lifestyle Connect to senses – furniture, art, light, music, scent Visibility and character of the signage
product Less is more Availability of options is key Did they learn anything new?
memorable Staff: brand related. Knowledge. Pleasant. Consultative selling: offer the options. Handle objections. Support the decision. Emotional intelligence: know when and what to say or not.
Do it. Do you know what they wish? Do you know what they don’t like about your brand?