Retailers of luxury brands and products have to offer more than high quality products and great customer service, they need to persuade customers to enter and buy by offering the perfect retail experience, which means having the perfect retail space is essential to the sales process.
When creating the perfect retail environment for a luxury boutique, you should remember the following:
The boutique or shop should not just showcase your products, it should showcase a lifestyle that customers aspire to achieve or are accustomed to. This type of environment will help ensure that the boutique doesn’t act as a showroom while an online retailer gains the sale.
A luxury sales environment should combine the latest style with elegance. The unique environment should be supplemented with amazing customer service. For example, a luxury boutique should not have the same style as a mall or chain retail store.
Consider making eco-friendly fabrics and organic materials as part of the interior. Many top brands are already using these eco-friendly materials successfully. For example, brands like Prada and Salvatore Ferragamo have transformed their Ukraine and Fifth Avenue location to have beautiful new green interiors.
Consider joining the green trend by using natural finishes and textures for flooring and furniture. Combine it with glass or metal shelving for an elegant or modern look.
Ambiance and atmosphere
Luxury boutiques shouldn’t have the hustle and bustle of retail stores. Strive to create an environment that is serene and soothing. It will help you create an experience and project an image for the brand.
Artfully display merchandise while maintaining a spacious look and feel.
Make sure the inventory is well organized and the store is impeccably clean.
Use natural lighting wherever possible. Use low lights to showcase specialty items or featured products.
Use small, clear lettering on any and all signs.
Choose quality furniture with simple lines. These pieces could incorporate natural materials, glass or steel.
Play music that is brand appropriate. For example, playing rock in a jewelry store will not entice customers to buy a ring. Soft romantic music will put them in the right frame of mind to buy.
Customer service and customer relationship management
The key to a perfect retail environment is friendly sales people. Hire the best salespeople you can. Add to the experience with a CRM system that integrates customer’s online and offline information, which ensures that every returning customer feels valued.
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