Making customers feel like a million bucks is easier than you think
WSA Today – January 2008 by Liane Bonin
Luxury – everyone wants it, including your customers. But how many retailers can afford a complete store redesign, white glove service and a store barista to set the mood? Not many, but the ood news is that in today's climate, a luxury shopping experience doesn't require either $1,000 price points or gilded ceilings. As big-name luxury brands become more readily available to the masses, consumers are redefining what they consider crème de la crème. The essence of luxury may well be within your grasp.
Remember that price isn't everything
While a $700 shoe may immediately suggest luxury, smart boutique owners don't limit themselves to only stocking the highest price points or the biggest brand names. Increasingly, they're looking for product that's special, regardless of price point. "What's happening now is that most of these so-called luxury goods are being sold at department stores or by huge corporations, so they're no longer rare," points out Beth Whiffen, owner of Il Primo Passo in Santa Monica, Calif. "I think the savvy consumer is starting to look for more unique items that aren't scattered across every department store in America or advertised in every fashion magazine.
And if the perfect shoe doesn't have a fancy name or hefty price tag, retailers are trusting that their discerning consumers will appreciate a quality product – especially when it's also a good deal. "If I buy a Chie Mihara, I'll also look for something in that category that isn't as expensive but has the same feel," says Elyse Burja of Strut Shoes in Denver. "I try to be exclusive, but not exclusionary."
Make your presentation count
Just as a hamburger at a five-star restaurant is likely to look fancier than its counterpart at the neighborhood diner, how you "serve up" your footwear can make a lasting impact on consumers. "For the last six or seven years, we've been displaying our footwear on smoked Lucite light boxes we designed ourselves. They really highlight the shoes," says Scott Starbuck, owner of City Soles in Chicago. "We also like to keep our displays clean and clutter-free. Brands will give you signage to display, but we don't use it because we don't want clutter. We want the designs to stand on their own."
It's not just how you display product that conveys a sense of luxury, of course – the look and feel of the entire store is equally important. But creating high-end design doesn't have to break the bank. An evocative color palette, no further away than a few cans of paint, can speak volumes about your store. "We picked a soothing blue color that was also a bit muted to let the shoes really pop," says Whiffen, who worked with a designer to create her store. "Our palette of black, white, silver and blue was meant to evoke a midcentury dolce vita style that would illicit a tasteful, yet indulgent, feeling in the customer."
Create an upscale atmosphere…
Color, of course, is only part of the equation. But if you're planning a larger store remodel or even starting from scratch, don't feel you have to use your town's most expensive designer or only top-of-the-line fixtures to make your store stand out. "I would say, even though we hired an interior designer, we did most of the work," says Tennille Aveleneda of Scarpe in Scottsdale, Ariz. "My husband Carlos and I sat down with a bunch of European décor magazines and pulled together our favorite ideas." While the couple did hire a designer, some of the elements that have the most pop in their store were reasonably priced investments. Salmon-colored walls and an Oriental rug add warmth, while halogen lighting and Lucite furniture lend a modern sensibility. "While it was absolutely worth it for us, because the designer brought small details together that we might not have thought of, if you're on a limited budget, sometimes you have to make do yourself," says Aveleneda, whose store carries Anyi Lu, Lacoste, BCBG and Loeffler Randall.
Starbuck also relied on his own instincts to design his store. "We picked our own colors and recovered and refinished the furniture accordingly," he says. "I didn't have schooling in design, but I have my own understanding of what's inviting and stylish, and the store reflects that."
…But make it inviting, too
The idea of luxury involving snooty salespeople, look-but-don't-touch design and an intimidating atmosphere is becoming increasingly outdated. In today's busy world, the real luxury is finding a store that feels like home, only better. "I think things have become too comfortable," says Burja, whose Strut Shoes stocks Coclico, Frye and Tsubo. "No one wants to sit on an uncomfortable chair to try on shoes, no matter how beautiful it is."
Whiffen also creates a relaxed mood in her store offering bottled water or espresso to customers while they shop. "I want people to feel welcome in the store and as if they can stay and hang out as long as they like," says the former fashion journalist, who carries Barbara Bui, Claudia Ciuti and Lily Holt. "There's an intimidation factor that's often associated with luxury goods, and I wanted to prevent that in my store. Who wants to buy a $600 pair of shoes from someone who looks you up and down when you walk in the store? I know I don't." She takes the feel-good vibe a step further, having designed Il Primo Passo with eco-friendly materials. "I think a lot of our customers have no idea that we've done this, but I do think it changes the energy of the store. When you're in a space where you're not breathing formaldehyde or other toxic chemicals, you just feel better.
Even if an eco-friendly redesign isn't in the cards, scent can be a powerful – and inexpensive – tool for creating a relaxed, luxurious mood in your store. Starbuck, whose City Soles carries such brands as Camper, Corso Como and Bronx, practices aromatherapy in his boutique. "We use candles and oils, and we always have fresh flowers," he says. "There have been studies about how scent affects mood, but we also try to make it very subtle so as not to be overpowering."
Be smart about self-promotion.
While some inexperienced retailers may rush to get exposure by hastily designing a Web site on the cheap or by grabbing ad space in a local magazine, presenting an elegant image is one area where considerable time and thought should be focused. "I hate to be the one to say it, but when you're promoting yourself, don't cut corners," Aveleneda warns. "Don't get an intern at the local college, get an experienced Web site designer so you have a professional and polished look. Though Aveleneda comes from a Web site and design background and was able to do much of the work with her husband, she suggests that there are ways to wisely cut corners. "Even the most experienced marketing people, especially if the company is owned by a woman, would love to barter with a shoe store. We've worked on a barter system before, and it's great for everyone. We've also teamed up with other retail stores that have similar clienteles to create group ads together, such as one for our Black Friday sales."
When it comes to advertising, remember that the new luxury is as much about exclusivity as it is about quality product. Reaching the broadest possible audience may expose you to new shoppers but alienate your existing customer base. Instead of placing "big, bold ads in mass market magazines," Starbuck chooses to invest in loyal consumers. "We send out personalized, handwritten thank you cards to customers," he says, noting that he spends thousands of dollars on postage each year. "Every full-time employee is required to send out 20 cards a week. Our customers love it."
Another smart way Starbuck spreads the word is to build relationships with women's clothing stores in the neighborhood. "We give all of their employees a discount and offer them additional savings when they refer customers, who also get a discount. Everyone benefits."
Deliver "expensive" customer service
For today's harried, overscheduled consumer, customer service that goes above and beyond is a rare luxury – but one more and more retailers are offering. "When someone comes through the door, we greet them immediately and make sure the first thing we say to them is not sales-related," says Scarpe's Aveleneda. "Even if we don't remember names, we treat them like old friends we need to catch up with."
Not only does personalized attention make shoppers feel at home, it may keep them from straying to the nearest department store. "Personalized service is another aspect of luxury that you don't usually get in a department store unless you shop and spend there very consistently," Whiffen says. "We're a small store, so we're able to provide plenty of help and attention to each customer."
Starbuck lets his employees know that no task is too small – and offers them incentives for exhibiting a can-do attitude. "If a woman is struggling with a stroller at the front door, we run to help her. We carry bags to her car, and we even have a kid's toy box so that moms can enjoy some sanity for a moment. We bend over backwards for customers. No one who works here is ever allowed not to know the answer to a question. I really try to instill in my employees that everyone is to go out of their way to help." Now that sounds just like the right kind of luxury for the 21st-century consumer.
Luxury – everyone wants it, including your customers. But how many retailers can afford a complete store redesign, white glove service and a store barista to set the mood? Not many, but the ood news is that in today's climate, a luxury shopping experience doesn't require either $1,000 price points or gilded ceilings. As big-name luxury brands become more readily available to the masses, consumers are redefining what they consider crème de la crème. The essence of luxury may well be within your grasp.
Remember that price isn't everything
While a $700 shoe may immediately suggest luxury, smart boutique owners don't limit themselves to only stocking the highest price points or the biggest brand names. Increasingly, they're looking for product that's special, regardless of price point. "What's happening now is that most of these so-called luxury goods are being sold at department stores or by huge corporations, so they're no longer rare," points out Beth Whiffen, owner of Il Primo Passo in Santa Monica, Calif. "I think the savvy consumer is starting to look for more unique items that aren't scattered across every department store in America or advertised in every fashion magazine.
And if the perfect shoe doesn't have a fancy name or hefty price tag, retailers are trusting that their discerning consumers will appreciate a quality product – especially when it's also a good deal. "If I buy a Chie Mihara, I'll also look for something in that category that isn't as expensive but has the same feel," says Elyse Burja of Strut Shoes in Denver. "I try to be exclusive, but not exclusionary."
Make your presentation count
Just as a hamburger at a five-star restaurant is likely to look fancier than its counterpart at the neighborhood diner, how you "serve up" your footwear can make a lasting impact on consumers. "For the last six or seven years, we've been displaying our footwear on smoked Lucite light boxes we designed ourselves. They really highlight the shoes," says Scott Starbuck, owner of City Soles in Chicago. "We also like to keep our displays clean and clutter-free. Brands will give you signage to display, but we don't use it because we don't want clutter. We want the designs to stand on their own."
It's not just how you display product that conveys a sense of luxury, of course – the look and feel of the entire store is equally important. But creating high-end design doesn't have to break the bank. An evocative color palette, no further away than a few cans of paint, can speak volumes about your store. "We picked a soothing blue color that was also a bit muted to let the shoes really pop," says Whiffen, who worked with a designer to create her store. "Our palette of black, white, silver and blue was meant to evoke a midcentury dolce vita style that would illicit a tasteful, yet indulgent, feeling in the customer."
Create an upscale atmosphere…
Color, of course, is only part of the equation. But if you're planning a larger store remodel or even starting from scratch, don't feel you have to use your town's most expensive designer or only top-of-the-line fixtures to make your store stand out. "I would say, even though we hired an interior designer, we did most of the work," says Tennille Aveleneda of Scarpe in Scottsdale, Ariz. "My husband Carlos and I sat down with a bunch of European décor magazines and pulled together our favorite ideas." While the couple did hire a designer, some of the elements that have the most pop in their store were reasonably priced investments. Salmon-colored walls and an Oriental rug add warmth, while halogen lighting and Lucite furniture lend a modern sensibility. "While it was absolutely worth it for us, because the designer brought small details together that we might not have thought of, if you're on a limited budget, sometimes you have to make do yourself," says Aveleneda, whose store carries Anyi Lu, Lacoste, BCBG and Loeffler Randall.
Starbuck also relied on his own instincts to design his store. "We picked our own colors and recovered and refinished the furniture accordingly," he says. "I didn't have schooling in design, but I have my own understanding of what's inviting and stylish, and the store reflects that."
…But make it inviting, too
The idea of luxury involving snooty salespeople, look-but-don't-touch design and an intimidating atmosphere is becoming increasingly outdated. In today's busy world, the real luxury is finding a store that feels like home, only better. "I think things have become too comfortable," says Burja, whose Strut Shoes stocks Coclico, Frye and Tsubo. "No one wants to sit on an uncomfortable chair to try on shoes, no matter how beautiful it is."
Whiffen also creates a relaxed mood in her store offering bottled water or espresso to customers while they shop. "I want people to feel welcome in the store and as if they can stay and hang out as long as they like," says the former fashion journalist, who carries Barbara Bui, Claudia Ciuti and Lily Holt. "There's an intimidation factor that's often associated with luxury goods, and I wanted to prevent that in my store. Who wants to buy a $600 pair of shoes from someone who looks you up and down when you walk in the store? I know I don't." She takes the feel-good vibe a step further, having designed Il Primo Passo with eco-friendly materials. "I think a lot of our customers have no idea that we've done this, but I do think it changes the energy of the store. When you're in a space where you're not breathing formaldehyde or other toxic chemicals, you just feel better.
Even if an eco-friendly redesign isn't in the cards, scent can be a powerful – and inexpensive – tool for creating a relaxed, luxurious mood in your store. Starbuck, whose City Soles carries such brands as Camper, Corso Como and Bronx, practices aromatherapy in his boutique. "We use candles and oils, and we always have fresh flowers," he says. "There have been studies about how scent affects mood, but we also try to make it very subtle so as not to be overpowering."
Be smart about self-promotion.
While some inexperienced retailers may rush to get exposure by hastily designing a Web site on the cheap or by grabbing ad space in a local magazine, presenting an elegant image is one area where considerable time and thought should be focused. "I hate to be the one to say it, but when you're promoting yourself, don't cut corners," Aveleneda warns. "Don't get an intern at the local college, get an experienced Web site designer so you have a professional and polished look. Though Aveleneda comes from a Web site and design background and was able to do much of the work with her husband, she suggests that there are ways to wisely cut corners. "Even the most experienced marketing people, especially if the company is owned by a woman, would love to barter with a shoe store. We've worked on a barter system before, and it's great for everyone. We've also teamed up with other retail stores that have similar clienteles to create group ads together, such as one for our Black Friday sales."
When it comes to advertising, remember that the new luxury is as much about exclusivity as it is about quality product. Reaching the broadest possible audience may expose you to new shoppers but alienate your existing customer base. Instead of placing "big, bold ads in mass market magazines," Starbuck chooses to invest in loyal consumers. "We send out personalized, handwritten thank you cards to customers," he says, noting that he spends thousands of dollars on postage each year. "Every full-time employee is required to send out 20 cards a week. Our customers love it."
Another smart way Starbuck spreads the word is to build relationships with women's clothing stores in the neighborhood. "We give all of their employees a discount and offer them additional savings when they refer customers, who also get a discount. Everyone benefits."
Deliver "expensive" customer service
For today's harried, overscheduled consumer, customer service that goes above and beyond is a rare luxury – but one more and more retailers are offering. "When someone comes through the door, we greet them immediately and make sure the first thing we say to them is not sales-related," says Scarpe's Aveleneda. "Even if we don't remember names, we treat them like old friends we need to catch up with."
Not only does personalized attention make shoppers feel at home, it may keep them from straying to the nearest department store. "Personalized service is another aspect of luxury that you don't usually get in a department store unless you shop and spend there very consistently," Whiffen says. "We're a small store, so we're able to provide plenty of help and attention to each customer."
Starbuck lets his employees know that no task is too small – and offers them incentives for exhibiting a can-do attitude. "If a woman is struggling with a stroller at the front door, we run to help her. We carry bags to her car, and we even have a kid's toy box so that moms can enjoy some sanity for a moment. We bend over backwards for customers. No one who works here is ever allowed not to know the answer to a question. I really try to instill in my employees that everyone is to go out of their way to help." Now that sounds just like the right kind of luxury for the 21st-century consumer.