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Index
Cover
Table of Contents
Foreword
Introduction
What Is the Reason for This Revision?
Change Is Accelerating: The Luxury Customer Is No Longer the Same
Note
Part I: Important Choices in Luxury Distribution
Chapter 1: The Various Models in Luxury Distribution
Direct and Indirect Distribution
Evolution and Perspectives of the Various Types of Sales Outlets
Advantages and Disadvantages of the Various Distribution Channels
Notes
Chapter 2: Do Luxury Products Still Sell in Stores?
The Owner Becomes a Retailer as Well
Different Situations According to the Different Luxury Segments
Watch Manufacturers and Niche Perfumers Are Creating Single-Brand Outlets
The Future of Multi-Brand Stores
The Special Case of Travel Retail
Note
Chapter 3: Concept and Design of a Luxury Boutique
Relaunching a Brand: The Urgency for a New Concept of Boutiques
The Concept of the Boutique: Applying the Brand's Vision
Store Formats: Closed or Open?
Customising Boutiques and Flagships
Visual Merchandising and the Institutional Image of the Brand
Notes
Chapter 4: Online, Offline or O2O?
From Yoox.com to the Merger with NET-A-PORTER.com
A Brief History of the Love/Hate Relationship that Luxury Brands Have with the Internet
Note
Part II: Know and Understand the Client
Chapter 5: Putting the Customer Back in the Centre
Looking at It from the Customers' Side: Why Have They Logged On and How Do They Use the Internet?
The Seven Rules of the Internet and Social Networks
Notes
Chapter 6: Customer Identification and CRM
Managing the Customer Database
Marketing Data
How Can One Recognise a Client?
Using the Customer Database
Notes
Chapter 7: The Challenges of Offline and Online Integration
What Are the Criteria for Offline/Online Integration?
Global Tracking of Customers (Especially Chinese)
Notes
Chapter 8: Logistics Adapted to a Digital Culture
The Traditional System
Number of Stores in Each City
Details Are Important in a Logistics System: An Example
The New Logistics Systems
Stores Without Sales Staff
The Challenges of Logistics
Notes
Part III: Making Client Relationships More Meaningful
Chapter 9: Customer Behaviour in the Store or Online
Store Behaviour Patterns
Expectations and Perceptions in a Store
The Basic Rules of Supermarket Merchandising
Notes
Chapter 10: The Importance of Stores for Building Customer Relationships
Why Sales Staff Need to Know Everything About the Brand
The Problem of Retail: Retaining One's Clients
Managing a Store: A Very Special Job
Building a Customer Relationship: The Challenge of Individualised Service
Notes
Chapter 11: Customer Experience and Building Loyalty
Step 1: Focus on the Customer
Step 2: The Loyalty Effect – Transforming Regular Customers into Brand Ambassadors
Step 3: Offer a Unique Experience – and Anticipate All the Possible Consequences in Terms of Internal Organisation
Step 4: Define the Contract Between the Brand and Its Customers and Adopt Four Tools for Business Optimisation
Step 5: Define Customer Journeys and Identify Important Contact Points
Step 6: Elaborating the Customer Experience in Luxury Brands
Notes
Chapter 12: How the Internet Has Shattered the Traditional Sales Model
Is Selling Online Sufficient in Itself?
Is Selling in Stores (Offline) Sufficient in Itself?
Notes
Part IV: Management Tools for Luxury Stores
Chapter 13: Location of Sales Points
The Classification of Stores in the Mass-Product Market
The Case of Luxury: Different Types of Sales Outlets
How Many Outlets Should There Be in a Given City?
‘A Store Should Be a Place of Worship’ or an ‘Institution’
In Which International Cities Should One Open Stores?
The Case of Mainland China
Why Choose One City Rather than Another?
Trade Areas Analysis
Clusters
Adapt the Location to the Hallmarks of Luxury
The Various Types of Commercial Leases
Note
Chapter 14: Managing Store Personnel: A Toolbox
Tool No. 1: A Typical Sales Organisation
Tool No. 2: Managing the Recruitment of Sales Teams1
Tool No. 3: Defining the Responsibilities of Store Personnel
Tool No. 4: Job Descriptions
Tool No. 5: Career Advancement
Tool 6: Setting Turnover Targets
Tool No. 7: Defining a Fair Retail Compensation System
Tool No. 8: Grooming Guidelines for Employees
Tool No. 9: Global Business Ethics
Note
Chapter 15: At What Price Should Products Be Sold?
Pricing Policy Under Normal Conditions
Let Us Look at Margins Again
The Particular Case of Fashion Retailing
Price Reductions and Sales
Note
Chapter 16: Financial Analyses of Sales Points
Financial Analysis of a Sales Point
Applying Key Ratios
Turnover Forecasts
Inventory and Controlling Margins
Analysis of Returns on Investment
Information Systems
Note
Conclusion
Note
Bibliography
About the Authors
Index
End User License Agreement
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