Brand experience comparison: Soft skills over product know-how?

It was time for another personal luxury retail experience, and this time I decided to visit a department store in the heart of Zurich. My goal was to compare different brand experiences firsthand. As I entered the store on a busy Saturday, I knew it would be a challenging day for retail staff, but an ideal opportunity for me to observe. Specifically, I focused on exploring the world of high-end scents.

Perfume is a product that engages the senses and takes clients on a captivating journey. There is no denying that scents evoke emotions and memories like nothing else. From my perspective, perfume is a treasure box of stories waiting to be shared. As a sales advisor, you have the opportunity to talk about the refined composition, the inspiration behind the scent, the expertise of the master perfumer, and the unique journey that each fragrance intends to take the wearer on. These are the aspects I eagerly anticipated.

First brand experience

Upon entering the first brand's section, I was abruptly approached by a sales advisor who thrust a tester under my nose. Before discussing the scent itself, she immediately highlighted the day's promotion and claimed that the perfume was a bestseller. I felt taken aback and quickly left. Why?

Warm and genuine welcome should be the initial focus, rather than emphasizing discounts or perks. Building a long-term relationship with the client is far more important than short-term sales. Personally, I am not flattered by the notion of using a product simply because it's popular.

Second brand experience

At the second brand's counter, I had to wait a while before a sales advisor arrived. During the wait, I took the opportunity to explore the scents on my own. Once she appeared, she tried to understand my preferences and asked relevant questions. Together, we narrowed down the options. However, the experience felt somewhat cold and detached. I didn't feel emotionally moved or inspired when I left. What was missing?

The stories behind the scents that would have transported me to another world and sparked my imagination were absent. Additionally, the lack of rapport-building left me feeling like I was just another transaction. It didn't compel me to return.

Third brand experience

As I approached the third brand's section, I was greeted by a sales advisor with a warm smile. She inquired if I was interested in learning more about the brand and its scents. Delighted, I accepted. She shared that this brand exclusively used natural scent components and drew inspiration from nature when crafting their fragrances. She asked about my scent preferences and made suggestions accordingly. She even shared her personal favorites, adding a personalized touch. However, when I asked about specific scent notes, she seemed uncertain. This was a minor setback in terms of product knowledge.

So, which brand did I choose? Unquestionably, it was the third brand. Building rapport, making me feel welcome and comfortable, was crucial. While product knowledge is important, a service mindset, warmth, and approachability can compensate to some extent. Striving for a combination of both is the ultimate goal.

This experience was both intriguing and highly recommended for professionals working in training, CX, marketing, or sales. It underscores the importance of creating meaningful customer experiences that leave a lasting impression. By prioritizing genuine connections, product knowledge, and storytelling, luxury retail brands can excel in the art of customer service.

Best regards,

Your Friendly Mystery Shopper