When a person walks into a luxury department store, they are immersed with the smell of high-end perfume and fresh leather, and the look of the perfectly branded retail displays.
When a luxury item is purchased, the store associate wraps the item in tissue paper, carefully places the item in a box and seals it with a branded sticker. When this purchase is shipped to the buyer’s house, the same care and presentation is expected. But sometimes, when shipping a purchase to a buyer’s home, the final stages of the brand experience are rushed or ignored.
Often, these items arrive at a buyer’s home damaged, wrinkled or items may have been lost during shipping. To ensure proper delivery of these high-priced items, special care must be taken for shipping. Also, when items arrive in poor form, the store’s image – which is so carefully portrayed in the store – is depleted or lost.
When a buyer purchases a high-end item, they expect to be taken care of from the moment they enter the store, to when they open it after it arrives at their home. It’s not enough to simply introduce and sell a luxury item. Brand loyalty comes after a customer knows they are taken care of throughout the entire process.
It’s more than just a package, it’s an experience. When high-end retailers use expert packers and a standardized packaging process, they secure the brand’s relationship with the customer. The overall delivery and presentation of the product plays an equally important role as the sale itself.
Have you had a high-end purchase arrive like this?