Friday, 26 March 2010
High-end customers prefer Louis Vuitton and Burberry for the best “in-store customer experiences,” according to a survey conducted by the Luxury Institute, an impartial, independent and objective ratings and research organization based in New York city, that is the global voice of the high net-worth consumer.
This survey used 78 hand-picked mystery shoppers and is based on 240 visits to luxury department stores in New York. We read at justluxe.com that merchandise, service and store atmosphere were the top criteria the mystery shoppers used to judge a store.
How LV and Burberry compared
Burberry and LV scored in the high 70s across the board, with LV edging out Burberry 77 to 74 percent. The mystery shoppers reported that Burberry staffers made them feel comfortable on 94 percent of visits, while LV’s employees accomplished it only 76 percent of the time.
Making customers feel special was also a key point of the study, and, apparently, more difficult, as Burberry achieved it 52 percent of the time, while LV performed well 42 percent of the time.
We find these results very interesting. At MO Luxury, we have a Mystery Shopping Program called Covert Client, which currently works with the luxury and premium brands to measure the consumer experience from in-store, online and telephone. MO Luxury are currently in the process of analysing data from 200+ consumer experiences. Naturally we are curious as to the arms length benchmarking when compared with the US results.
Image courtesy of justluxe.com. It shows a recent Burberry ad.
Who's behind the MO DOWN
Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au