Hyper-personalization: the key to building loyalty among luxury VICs
Loyal to its identity, luxury cannot abandon its codes and demanding values, but must innovate to continue to seduce and amaze. This approach takes on even greater significance with its VIC (very important customer), whose needs are constantly evolving. This is a challenge for John Paul's Event Luxe department, which is committed to offering a hyper-personalized service where “every need is anticipated and attention to detail is maximized”, explains Anissa Saber, Event Luxe Manager at John Paul.
Luxury evolves to face competition
The advent of digital technology and increased competition has led brands to review their loyalty strategies. As a result, the major brands have no choice but to “innovate to stand out from the crowd”, analyzes Anissa Saber.
“We see it every day. Our customers attach great importance to the relationship they have with their VICs. We have a responsibility to pilot unique experiences for them that will strengthen this bond and ensure their loyalty.”
At the heart of the service, made up of luxury concierge coordinators, the care given to this exceptional customer relationship drives a player like John Paul “to exceed expectations by meticulously meeting the needs of its VICs and anticipating them to surprise them,” adds Anissa Saber.
Hyper-personalization to meet the challenges of the luxury industry
Quality of service depends above all on an excellent understanding of the codes of the luxury world and the expectations of its customers. John Paul strives to be available, elegant, discreet and adaptable, offering different services according to the requests of VICs and the guidelines set by each House.
More than anywhere else, “every detail is important”, says Anissa Saber, and the concierges' ability to listen, translate and personalize the response offered to the privileged VIP member will determine the brand's loyalty-building power.
The major brands therefore seek to maintain a privileged relationship with their VICs through a variety of actions, from the simplest (gifts for birthdays, weddings or other major events in the customer's private life) to the most complex (personalized experiences linked to the brand's universe but associated with other areas such as culture, gastronomy or well-being). “At the end of the day, VICs expect exclusive treatment that is as demanding and upscale as the image they project,” she concludes. And this is precisely where the John Paul Event Luxe department excels.
