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New Open | 一餐一世界 撰文／魏 韶嫈 文字編輯 / KAT
Many people aim to target the elite at the top of the pyramid, or more broadly, increase their average transaction value by appealing to high-spending customers. However, the key lies not just in offering premium products but in the service provided and the atmosphere of the shopping environment. I once saw a business owner who stocked expensive items, but the staff merely pushed for promotions with repeated sales calls. Worse, their appearance and mannerisms resembled gossiping neighbors, with no sense of decorum, and the store's layout resembled a clearance sale. This not only failed to showcase the value of the products but also had no positive impact on sales.
There's an old saying: "Use a person’s own way to correct them," which originally means using someone’s own reasoning and methods to help them improve. If reinterpreted, it could suggest that to attract top-tier customers, one must employ their values and methods. That's why a luxury mall is considered such—because it’s run by socialites who understand what socialites want. Think about it: why are boutique sales associates often overseas graduates or highly educated professionals? It's the same logic—conversations must resonate to close a sale.
Luxury malls don’t need sale seasons. Their strategy lies in touching the heart, and that starts by connecting within their own circle.
Those who understand them best are often those who are most similar to them. Consider this: the reason luxury malls attract socialites is that their operators are socialites themselves. They understand what women in their social circle desire. So, why not draw inspiration from yourself or other successful people around you, and understand their expectations for the shopping experience? Moreover, each customer is unique. Offering personalized service can make them feel valued. Most importantly, a brand with a story is far more likely to touch someone’s heart. Through a brand’s narrative, customers can feel its value and establish a deeper connection.
#Immersing yourself in the customer’s world comes from personal life experiences#The customers you understand best come from your own social circle
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