A Great Marketing Lesson from Chanel
Last week, I was close to running out of foundation and knew there was no way I’d be able to get to Nordstrom’s before it was gone. As an avid online shopper, I have no idea why I insist on going to a department store to buy my makeup, but it’s just something I’ve always done. I Googled the exact color and name of my foundation (which is made by Chanel) to see which online stores might be offering the best deals. After a 30-second turbo search I gave up trying to read through all the fine print and just placed an order on Chanel’s main website. At checkout, a surprise gift was offered — what a nice touch! “Which of our samples would you like to try?” I placed the order and then promptly forgot all about my purchase. That is, until two days later when a chic-looking white box appeared at my doorstep bearing the iconic Chanel logo. They had upgraded my ground shipping at no extra charge. Things just got better from there. Inside the white box was another box — the kind that might contain a $1500 pair of sunglasses or a $10,000 watch. For an instant I thought someone had sent me a gift — surely Chanel wouldn’t go to this much trouble for a $60 foundation? Oh yes, they would. Inside the box, my foundation was beautifully gift-wrapped. A black silk-like drawstring purse held my three complimentary samples (they certainly weren’t tossed into the box as an afterthought). And my receipt was neatly and tastefully tucked inside a black cardstock envelope, carefully placed underneath the gift box. Chanel had indeed succeeded at creating an extraordinary experience for me, the client. Even for something as insignificant as a purchase of foundation. And that’s what makes them Chanel — one of the most premier and highly sought-after luxury brands in the world. Do you consider your business a “luxury” experience? If you want to command higher prices and attract the most affluent patients in your business, then creating an extraordinary experience for your clients is critical. While I see many business owners who have worked hard to deliver their clients a wonderful experience (eg the Porsche dealership who picks up your car for service and drops it back afterwards) nowadays you have to go the extra mile. It's expected. Just what constitutes the extra mile? Every year the bar gets raised higher as consumers demand more (if you want a great resource on this read the Middle Class Millionaire - it is excellent.) For example we used to be impressed with cars that had GPS's in them. Now that's all but standard. How about the grocery store who offers to have your groceries carried out, or even delivered, (eyes roll). So yesterday.
The point is this. If like Chanel, you can deliver an extraordinary experience at all price points in your business (and not just the premium ones), your clients will never go anywhere else. It';s time to get thinking about what would make an extraordinary experience in your business!
