What makes a first-time visit to a premium or luxury store truly unforgettable for a client? It boils down to three core feelings:
- Feeling valued
- Feeling enriched
- Knowing that the product purchased is meaningful
These are huge expectations, and fulfilling them can feel like a tall order when you’re a brand ambassador on the selling floor, constantly welcoming clients for eight hours straight. Let’s explore what we, as shop owners, store managers, or floor/department managers, should ensure happens so our clients fall in love, not only repeating their visit but also becoming enthusiastic promoters to their friends and family.
Feeling Valued
On the client side
“Greet politely, smile, and use welcoming, open body language.” Sure, that’s standard retail practice (or should be!). But if this gesture isn’t genuine, it won’t work. The welcome and ice-breaking need to be natural and truthful, regardless of how luxurious the environment is.
To truly feel valued, a spontaneous compliment or a brief chat about why I’m visiting this specific store today, followed by a quick tour to show me where things are, can really break the ice and personalize that first contact. When I, as a client, feel that the person in front of me is acting like the owner of the place – acknowledging me, taking the initiative to ensure my comfort, and even showing me around – then for the rest of my visit, that’s the person I’ll want to talk to and connect with.
On the team side
We can facilitate this by setting up a welcome station and rotating staff on it every hour maximum. I’d even recommend choosing colleagues who are genuinely in a good mood that specific day. It might sound awkward, but if it’s not someone’s day, forcing them to smile and greet people for an hour will surely be felt by clients. Don’t force the situation. When creating a daily plan, keep it flexible for small changes throughout the day, because as we all know in retail, anything can happen.
Feeling Enriched
On the client side
As a client, I feel enriched when I receive something that’s highly relevant to my request and often exceeds my expectations. This could simply be a piece of information, something you’ve discovered about me, a product I didn’t even know existed, a service offered, or an invitation to an exclusive event.
For example, imagine a client comes in to purchase a perfume as a gift, me already owns it. Instead of simply ending the sale there, you could offer them your refill service (if available), reminding them where and when they can bring the empty bottle for a sustainable and cost-effective refill. This thoughtful suggestion not only provides value but also introduces them to a service they might not have known about, making the interaction truly enriching.
On the team side
To ensure we’re enriching our clients with meaningful information, stories, and services, we need to know the person in front of us beforehand. It’s never too early or too late to ask a question, ideally “WH questions” (who, what, where, when, why, how) to discover a little more about our interlocutor. Asking questions means listening carefully to the answers, as they are full of valuable insights.
Proposing a cost-free extra service, like booking a restaurant for a tourist who doesn’t speak the local language, or simply offering an interesting piece of information, can be extremely successful and will make your client trust you completely.
Knowing That the Product Purchased Is Meaningful
On the client side
I’m happy with what I’ve purchased because it perfectly aligns with who I am or who I’m gifting it to. It matches what I was looking for, or it’s even better. I would certainly recommend the service received, the store, and the brand to others because they understood my needs and tastes. In the future, knowing me already, they will likely be even more effective.
On the team side
If we ensure that the product the client is purchasing meets or exceeds their expectations, then we’ll guarantee a new “friend” who will seek our advice in the future and send friends and family to meet us in the store. This goal is achievable if we listened carefully to their answers in the previous phases. Do we know their habits? Tastes? Is it a gift? Is there any special occasion? Are they a fan of the brand? Is this their first purchase? The answers to all these questions will make all the difference.
