LBI SOLUTION
EVOLUTION OF CUSTOMER EXPERIENCE IN LUXURY RETAIL
LUXURY BUSINESS INSTITUTE KOREA
REMARKABLE CHANGES ACCELERATED BY DIGITAL TECHNOLOGY
INTRODUCTION When did we start using the term 'open run' to acquire the luxury items we desire? Is it due to the impact of COVID-19 that customers are changing according to different customer experiences each brand provides? Is it because of the acceleration of digitalization? Or is it due to the growing customer base and customer fragmentation? These evolutionary changes can be temporary, or they might be inevitable as part of the big trends. The key is to acknowledge why these changes are important to retailers and find the right actions to prepare and practice. As each brand strives to find the right business solution, LBI aims to deliver the meaningful insights on customer changes in the retail market, including the cases related to the
LBI SOLUTION
LUXURY BUSINESS INSTITUTE KOREA
expansion of customer experience and attractive digital communication. In the unprecedented global crisis, we need to clarify the direction that each brand should take by observing the ironic and rapid progress of the luxury brands and varying degrees of business performance by brand and industry. We hope that today’s decision will serve as a stepping stone or turning point that contributes to the development of your brand. Thank you. Rachel Kwon President of LBI Korea
OVERVIEW 3 CHAPTERS IN THIS PROGRAM
COURSE OBJECTIVES Apply digital communication tools that reflect the new era that customers desire and establish a mobile and in-store strategy that suits the brand heritage and philosophy.
Due to the development of digital technology and changing lifestyles after COVID-19, the retail environment is also evolving. By looking at various digital communication cases that reflect customers’ changing needs, trainees gain insights on attractive communication methods.
CURRICULUM PART 2: EXPANSION OF CUSTOMER EXPERIENCE COMBINED WITH DIGITAL TECHNOLOGY PART 3: CUSTOMER-CENTRIC DIGITAL COMMUNICATION
LBI SOLUTION
PART 1: CHANGES IN RETAIL CUSTOMERS
LUXURY BUSINESS INSTITUTE KOREA
OUTCOMES
CONTENTS PART 1 CHANGES IN RETAIL CUSTOMERS Life After COVID-19 Evolution of Digital Communication (Changes in Lifestyle, Work, and Retail Settings) Evolution and Changes in Communication Methods by Customer Age Group
LBI SOLUTION
LUXURY BUSINESS INSTITUTE KOREA
Changes in Consumption Pattern
PART 2 EXPANSION OF CUSTOMER EXPERIENCE COMBINED WITH DIGITAL TECHNOLOGY Changes in Retail Environment Enhancement of Pre-visit Experience: Making use of Specially-Built Mobile Applications Expansion of In-store Experience: Convenience of Shopping, Enhanced Brand Experience Active Use of Digital Experience: AR (Augmented Reality), VR (Virtual Reality) Applied Cases Included
PART 3 CUSTOMER-CENTRIC DIGITAL COMMUNICATION Draw Benchmarking Points by Sharing Relevant Cases on Other Brands Direction of Digital Communication (Digital Clienteling)
JAEHO CHO LBI TRAINER PROFILE
Area of Expertise
Retail Market Trends Luxury Retail Excellence Luxury Customers & Culture Luxury Market & China Luxury Brand Service Design Luxury Service Ceremony Hankuk University of Foreign Studies, BA in French
Experience
Pedagogy & Training Senior Director at Luxury Business Institute Korea (LBI Korea) Former Training Director at Bluebell Korea Former Store Director at Louis Vuitton Korea
Main Projects Service Design and Training for Luxury Brands
Luxury Service: Four Seasons, Louis Vuitton, Gucci, Balenciaga, Ralph Lauren, Fendi, Celine, and etc. Luxury Selling Skills: Louis Vuitton, Gucci, Balenciaga, Valentino, Ralph Lauren, Fendi, Celine, and etc. Luxury Culture & Luxury Customer: Fendi, Dior, Hermes, Givenchy and etc. Luxury Store Operation: Richemont group, Louis Vuitton, Fendi, Loewe, Celine, Chinese & Korean Wave: Gucci, Tiffany, Coach, Chaumet, Louis Vuitton, Van Cleef & Arpels and etc Service Design Consulting and Training for Domestic Conglomerates Service Manual Design and Training Delivery : Samsung Electronics (Premium Service Guideline), Hyundai Motors (Hyundai Motor Studio Project Seoul, Goyang), Genesis (Suji, Ganganam, Hanam, Incheon), Amore Pacific (Beauty Consultant Service Ritual) Luxury Experience & Seminar : Hyundai Motors (MDC on-site luxury seminar in Paris and Geneve), Hyundai Motors (Luxury service benchmarking in Singapore)
LBI SOLUTION
and etc.
LUXURY BUSINESS INSTITUTE KOREA
Qualifications
MERCI BEAUCOUP
SHAPING THE FUTURE OF LUXURY TOGETHER LUXURY BUSINESS INSTITUTE KOREA
REGISTER CLICK THIS OR SCAN QR CODE
CONTACT US ELAINE HONG BUSINESS DEVELOPMENT DIRECTOR
elainehong@lbi-korea.co.kr