Carolina Herrera: Bespoke VIP App
In a bid to show its omni-channel credentials and also blaze a trail for digital luxury, New York-based fashion house Carolina Herrera is set to launch an app aimed at assisting its VIP customers.
Dubbed Herrera Style, the invitation-only app will be tailored to each client and will allow sales associates to communicate with consumers digitally, advising them on styling, scheduling VIP store visits, informing them about new arrivals, exclusive brand offers and events.
Echoing similarly high service apps developed by US department stores Neiman Marcus and Macy's (see Digitised Department Stores) but with even more attentive service, users will be able to shop through the app, put products on hold for up to 48 hours and book their preferred delivery format: by courier or in-store pick up.
The app uses personal service software Iras, developed by US digital agency King & Partners, which specialises in e-commerce and service experiences for the luxury sector.
According to a 2013 report by US marketing research group Shullman Research Center, 90% of affluent consumers own smartphones, but only 5% use apps attached to luxury brands, suggesting they're still largely viewed as mutually exclusive concepts. This presents a big opportunity for luxury brands, for whom mobile-focused service initiatives are a key route to in-depth, personalised retail experiences.
For more on innovative service strategies, see Super Service in the Retail Sector. See also the Product Hubs: Experimentation & Co-Creation report, part of the Future of the Store Industry Trend, Luxury Online for Millennials and Luxury Brand Temples.