In the world of luxury, where every interaction counts, client advisors play a pivotal role in shaping the customer experience and fostering long-term loyalty. More than just salespeople, they are the human touchpoints that transform transactions into meaningful relationships, building and fostering genuine friendships with clients. Through personalized service, deep product knowledge, and a commitment to truly understanding each client, they create bonds that last beyond a single purchase.
Why Client Advisors Are Key to Loyalty
Customer loyalty in the luxury market is about more than just repeat purchases; it’s about creating a sense of belonging and emotional connection with the brand. Exceptional customer service has become a table stake for luxury Maisons in today’s competitive retail environment. However, it’s the ability of client advisors to connect on a personal level—knowing clients’ lifestyles, preferences, and even life milestones—that sets them apart. By understanding these aspects, client advisors can deliver personalized recommendations and articulate why specific products are so special, especially when selling goods with five- or six-figure price tags. This deep, personalized connection ensures clients feel seen, understood, and truly valued, making them not just customers but loyal advocates of the brand.
Key Examples of Client Advisors Strengthening Customer Loyalty
- Gucci's Deep Knowledge Training ProgramGucci understands that client advisors who become friends, confidants, and trusted advisors are key to creating loyalty. To foster this level of expertise, Gucci has established an in-depth training program for its Salon staff. This includes immersive visits to production hubs in Italy and its watchmaking site in Switzerland, covering everything from precious skins to haute horology and high jewelry. By equipping client advisors with profound product knowledge and requiring them to pass exams, Gucci ensures that each advisor can offer clients a level of insight and understanding that transforms the shopping experience into a trusted relationship.
- Aritzia Empowering Sales Advisors Aritzia’s success is deeply tied to the development and retention of its client advisors, who are essential in delivering exceptional customer service and maintaining strong brand loyalty. Aritzia ensures a strong investment in training through Aritzia University, which offers ongoing development for employees at all levels, including leadership training and diversity workshops. Moreover, Aritzia empowers store employees with the autonomy to make decisions on inventory and merchandising, allowing them to cater to local preferences and maintain a personal connection with customers. By offering opportunities for growth within the company, Aritzia not only enhances employee satisfaction but also builds stronger customer relationships, driving long-term success.
- Panerai’s Paneristi CommunityA passionate global network of over 30,000 members with local hubs. Paneristi gather for annual conventions (P-Day) and enjoy exclusive special edition watches designed by Panerai in tribute to their loyalty.
- When Boutique Associates Become Social Media AmbassadorsThe role of sales associates in luxury brands is evolving as social media becomes increasingly central to brand communication strategies. No longer confined to in-store sales, they are now emerging as brand ambassadors on digital platforms. Brands like Louis Vuitton and Chanel feature their boutique advisors in official content, such as Instagram or TikTok videos, where they showcase products, share their expertise, or even behind the scenes content. Additionally, more and more sales associates are using their personal accounts to share their daily routines, provide customer advice, or novelties just received in the boutiques. This dual presence—both institutional and personal—helps strengthen the connection with customers seeking a more human and authentic experience while amplifying the brand’s reach through more informal and spontaneous communication.
Key Recommendations for Building Bonds with Customers
- Extend the Role of Client Advisors to Social Media
Empower sales associates (SAs) to act as mini-influencers on social platforms, leveraging their direct relationships with clients. This approach, already successful in China on platforms like Red, allows SAs to build authentic connections online, sharing their expertise and promoting the brand in a more personal, trusted manner. By giving SAs a digital presence, Maisons can organically extend their reach and influence in new, pre-qualified audiences. When client advisors engage on social media, they open additional touchpoints, keeping the brand visible on clients' feeds and creating regular, memorable interactions that help reinforce loyalty by staying relevant in clients' daily lives.
- Foster a Culture of Excellence and Partnership in Luxury Service
Luxury service thrives on a culture of employee ingenuity, where client-centered creativity is encouraged, and excellence is a shared pursuit. Establishing a clear vision of distinction—setting standards beyond a "ten on a ten-point scale"—requires leaders who treat their teams with the same respect and partnership expected in client relationships. By fostering this culture, client advisors gain the confidence and competence wealthy clients expect, as these qualities become natural byproducts of an environment that prioritizes mutual respect. Passionate, supported teams drive exceptional service, creating lasting loyalty among clients who recognize the commitment to excellence at every interaction.
- Develop Soft Skills for Deeper Client Connections
Equip client advisors with the skills they need to deliver exceptional service. Focus on developing soft skills, such as empathy and active listening, alongside deep product knowledge. This combination allows advisors to truly understand client needs and craft personalized experiences that resonate.
- Leverage Digital Tools for Personalized Insights
Integrate digital tools, such as CRM systems and AI-powered platforms, to help client advisors gather insights about client preferences and behavior. This data enables them to offer more tailored recommendations and proactive service, making clients feel uniquely understood.
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Feel free to contact our experts for any question:
Ravouth Keuky
Ravouth is a digital transformation expert specialized in luxury retail sector and airline industry. He is the global account executive for Deloitte of two major iconic brands. He brought Deloitte Digital (one of Deloitte Consulting’s offerings) to success in France, and he is currently leading the French Practice, with teams both located in Paris and Casablanca. Ravouth spent the first 10 years of his career in the telecom industry where he embraces the major tech disruption around mobile/fixed broadband (2G, 2.5G, 3G, 4G, DSL, Fibre,…). For the past 10 years, he has been advising CxOs, and especially CDOs (Chief Digital Officers) of Fortune 100 companies, on their digital transformation (from strategy to implementation). In terms of thought leadership, Ravouth has contributed to research on digital transformation, like “Leading Digital” best-seller book (www.leadingdigitalbook.com). He is also a regular invited speaker on corporate events, tech conference around digital transformation.
Ambroise Rezeau
Ambroise has 9 years of experience, starting his career in operation within an automotive Tier 1 Supplier where he managed several International projects. Since joining Deloitte, he has a good understanding of organization transformation thanks to experiences in different industries (Luxury, Automotive, IT, Service) and different countries (France, Japan, Singapore). Ambroise conducted several projects designing and reviewing customer strategy for Luxury Groups (Dior Couture, Richemont), gaining significant knowledge on Consumer & Premium Retail industry. Ambroise covered an important part of Marketing and Client value chain from strategic & top line growth, Organization transformation and Operating Model design, Customer Experience Operational excellence, Pricing, Marketing activation & Salesforce projects roll-out, M&A
Agathe Flament
Agathe various academic and professional experiences in marketing have cultivated her interest in digital and customer experience. She conducted several projects for high-end fashion and watchmaking houses on client experience, activation strategy, operating model… which led her to develop an expertise on the luxury industry. Agathe has forged a strong international mindset as she daily collaborate with international teams and spent +6 years working and studying across Spain, the UK, Hong Kong and Australia