Customer Experience. A true story

Tips from the 'ethnographers of retail' at Milano Retail Tour.

A jeweller’s development of customer experience should address certain key points: visuals and display, storytelling, interior design, service, experience. Only by placing emphasis on these aspects can one guarantee satisfactory results.

A credible story

Millennials use social platforms such as Instagram and Snapchat, perfect places for telling a story which has to be real, credible and engaging. Millennials don’t watch classic advertising, they like well-told stories, stories of which they become the first ambassadors.

Tradition and personalisation

The secret to a good in-store experience by Millennials can be found in the extreme personalisation of products and the aesthetic value of well-presented heritage because, not having experienced it first-hand it is something new for them.

The key word: involvement

The concept of heritage is invaluable for customer experience, but only if it is used correctly and ʻbrought to lifeʼ, so as to immerse consumers in a highly memorable experience.

Milano Retail Tour (www.milanoretailtour. com) is a format which helps companies redesign Customer Experience in light of transitions involving consumers and the world of retail.