Luxury

Client

A gobal diamond jewellery brand

Year

2018

Author

Knight CRM

Background

Social media is becoming the main battlefield for digital marketing by luxury brands with more and more luxury brands beginnig to focus on localized content marketing, membership services and customization in an effort to stay closer to consumers.

Pain points

1. Lack of effective and deep interaction between brands and consumers. Pushing content indifferently will not generate the desired conversion rate.

2. Lack of a customer data management system has led to the fragmentation of online and offline customer data.

3. The establishment of a membership system and the accumulation of points cannot bring high-value, high-loyalty members unless the members are effectively engaged and encouraged to remain active.

 

Solution

1. Seamlessly connect online and offline services. Equip stores with large interactive screens for the purpose of product display, trying-on items and social sharing. Consumers could follow a WeChat service account and mini programs at the same time to build the important online connection.

2. Use a shop sales application to establish a communication bridge between shop sales and consumers. Luxury brands can train shop sales on how to maintain customer relationships at the same time as using automated marketing tools to capture customer behaviors and assigning marketing tasks to related sales.

3. Collate online and offline customer data into a unified customer data platform to form a 360° customer profile.

4. After developing comprehensive customer profiles, tailor the marketing content to suit the taste of different customer segments or tags in order to increase customer activity.

5. Provide exclusive member services such as customization, maintenance/repair, trying on in-store to brand members through WeChat mini-programs to enhance customer experience at the same time as directing members to offline stores and improving the rate of sotre deal conversion.

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销售过程中的“2个要素”和”7个步骤”

成功的顾问式销售过程取决于两件事:“建立专业可信度和获得信任关系”。一旦这两件事顺利完成,就能为企业带来销售收入。但这种关系的建立完全取决于客户“想要什么,以及什么时候想要”。其中很关键的一点是“要确保你的努力与客户的买入信号和阶段是同步的”。Knight在多篇文章中都提到:健康的买卖关系一定是“礼尚往来”型的,如果出现“一厢情愿”的状态,一定是哪个环节出问题了。