Decisive preference shaping in a postcrisis enviroment
functional:
superior
functionality
and quality.
• longer decision making process
• rational and logical decisions
reward:
showcase their
achievements.
• desire to be successful and demonstrate
this to others.
• ‘smart’ luxury demonstrates importance
selfindulgence.
• willing to pay a premium: goods express
themselves.
• They enjoy luxury for the way it makes
them feel
• more emotional approach to purchases.
 favorite
brands, but want them at lower
prices

product innovation
 cause
marketing
 Multi-channel
 accessible,
mystique
relationship
while retaining a brand's
Dilemma of perceived • Explore the
gap
vs. actual value
Rewards
Educate customers
about the reason
behind paying price
• Money value
• Personal
value
• Staff is
essential
Styling
Customer
coaching
Quality of
staff
Create
occasions
Communicate
Offer entry
points
Buzz
marketing
Same,
clean
look of
ads
What kind of
promotional
strategy?
 Preference
for e-mailing
 Personal reward is important
 Personalization of message
 Have them attend an event rather than a
promotion
 Successful retail locations operate on an
event-based marketing scheme.
 Novelty and innovation need to be
communicated
Inspire
lifestyle
Connect to senses
– furniture, art,
light, music, scent
Visibility and character of
the signage
Availability
of options is
key
Did they
learn
anything
new?
Less is more
product
memorable
Staff: brand
related.
Knowledge.
Pleasant.
Consultative
selling: offer
the options.
Handle
objections.
Support the
decision.
Emotional
intelligence:
know when
and what to
say or not.
Do you know what they don’t like about
your brand?
Do you know what they wish?
Do it.