In luxury, exclusivity and personalized experiences define the customer journey, but cultivating loyalty and keeping customers engaged long after the initial purchase is a challenge for all. For this, adopting a human centered design and strategies that focus on post-purchase activities, clienteling, and community building work.
We know luxury is not about buying things. It's a holistic approach centered around ultra personalization, access, intimacy, emotional experiences, attention to detail, and purpose.
For this, post-purchase activities are crucial in loyalty, ensuring customers remain captivated. Brands should provide ongoing support, impeccable after-sales service, and proactive customize engagement initiatives.
I love how Porsche AG does it.
🔵 Porsche has mastered the art of post-purchase experiences. They have created both Driving Experiences and the Porsche Club to provide a lifestyle and not just a car. They organize thrilling driving experiences around the world that allow customers to fully immerse in the performance and exhilaration of their vehicles. Here customers can connect with fellow enthusiasts, fostering a deeper emotional attachment to the brand. Also, the Porsche Club fosters a sense of community by organizing exclusive events and offering a platform for networking, sharing experiences, exchanging knowledge, and educating customers while using their insights for innovation and constant improvement.
🔵 Clienteling is all about building long-term relationships with customers, and providing tailored experiences, anticipating customer needs, and maintaining an ongoing dialogue. Porsche's Experience Center and the new VR/AR App are great examples. These centers, offer a chance to explore the brand's heritage, learn advanced driving techniques, and push Porsche vehicles to their limits in a controlled environment. By curating personalized experiences, Porsche reinforces its commitment to customers, deepening their emotional connection with the brand and sharing relevant content.
🔵 Community building fosters a sense of belonging, affinity, and shared values among customers.
Here we can see how Porsche was built one of the largest automotive communities in the world with 620 official Clubs and approx. 180,000 members in over 68 countries. This community engages and connects enthusiasts through exclusive events, rallies, online forums, and social media groups encouraging interaction and collaboration among members. This community fosters a sense of camaraderie, facilitates the exchange of experiences and knowledge, and amplifies Porsche's reputation through the collective voice of brand advocates.
In luxury, brands must extend their focus beyond the point of purchase to create exceptional customer experiences. By embracing these strategies, brands can create extraordinary engagements, keep customers captivated, and foster unwavering loyalty in an ever-evolving and highly competitive market.
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