Strategische Kommunikation

Zusammenfassung

Selling luxury goods has always been related to a personal one-to-one relationship between the customer and the salesperson (Cailleux, Mignot, & Kapferer, 2009). Offering products of high involvement, high quality and high prices, luxury brands further differentiate themselves from the mass-market through excellent service quality and personal relationships with the customers. Although massive store openings, brand re-launches and proactive customer recruiting measures in the 90s allowed luxury brands to grow rapidly, the spirit of personal customer relationships faded into the background during this time (Haupt, 2007). As a result, luxury brands today register significant annual customer attrition rates of up to 90%. Only 10–15% of luxury customers state that they have experienced a personal relationship to a sales associate of any luxury brand (The Luxury Institute, 2011).