According to Sonja Prokopec, when talking about codes, luxury consumers are now
looking for - More discreet ways of expressing themselves
Experimental marketing is a must have today for brands. To engage customers, brands
have to - - Delight them
- Immerse them
- Entertain them
The brand has to always modernize following the evolving demands of the customers,
even if it means sacrificing some of its history and legacy. - False
When talking about codes, a subtle signal could be - - A color
- An emblem
- A shape
- A print
Building up brand's desirability while being authentic became one of the most important
points in brand management, as seen from Veuve Clicquot and Parfums Christian Dior.
- True
According to Emanuela Prandelli from Bocconi University, the next frontier of
omnichannel customer engagement will probably come from the recent development of
non-fungible tokens ? - Yes
According to Sandrine Crener from Harvard Business School, we have moved from a
traditional retail model to a new global and omnichannel model. This traditional model
was defined by - - a few stores in a limited number of cities in the world
- a target of fee privileged people who had physical access to those stores
- the promotion of scarcity and exclusivity
According to Anne Michaut from HEC Paris, what are the purposes of retail today? - -
Magnifying the product
- Nurturing client's emotion
- Celebrating the brand
Gamification is a way for luxury brands to get closer to a younger clientele - Yes
, Select the key success factors of a successful customer experience - Customised
Relevant
Involving
Memorable
Elevating
What are the main rules to follow when it comes to customer experience? - - Customer
first
- Connection with customers
- Brand consistency
How can a brand develop its customer loyalty ? Through - - Clientelling programs
- Partnership with other maisons
- Dedicated events
- Services
At Guerlain, what are the three pillars that create a connection with customers ? - -
Store teams
- Customer programs
- Place and retail design
In transitioning from multi-channel to omni-channel, Wendy Chan shares the 3 critical
pillars for success: - Data
IT
People
About the customer experience: the COVID crisis has been an incredible accelerator of
the shift from transaction to personalised service - Yes
What are the main qualities to succeed as a store manager ? - - You need to have an
insatiable curiosity for products
- You need to be passionate
- You need to like people
- You need skills in storytelling
What are the 2 main roles of store managers ? - - Providing a lasting experience with
their clients
- Developing their team
What business sector generated the highest share of revenues in 2021? - fashion &
leather goods
How many stores does LVMH manage? - 5,500
Which was the first Perfume launched in 1947 by Christian Dior? - Miss Dior
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