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?