Product designed – check
Product manufactured – check
Product delivered – check
Store designed – check
Store fitted – check
Store opened – check
Marketing campaigns, social media, website – check, check, check
So what is left?
People are the storytellers, the facilitators of the ‘theatre’ that surrounds luxury delivery, the architects of bringing value to a product or service – ultimately bringing the brand to life.
They must always be ready.
So when they aren’t, and they take their eye off the ball, a brand impression and reputation, suffers.
Shop floors might not always be busy places, but if they aren’t and you’re working on them for a luxury brand, avoid creating a scene of ‘boredom’ – a stage where it’s ok to be playing on your phone. The fourth wall is open to the world, and we can see.
This was the scene today in Knightbridge, within a very well known luxury brand. Not a good look.
Still, at least 1 out of 3 were ready to say hello.