The 3 Pillars for attracting, selling and keeping the premium customer.

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Attracting & Retaining
Premium Shoppers

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So... you want to attract the
premium shopper?

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Heading

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“Luxury is a state of mind,
not a brand or a price point.”

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You can put lipstick on a pig ...but it’s still a pig

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What is Premiumisation?
Premiumisation occurs in a
product category, market or
industry...
Where customers are willing to pay
more for higher quality.

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Ingredients
Craft
Customer Service
Sensory Design Experience
Status Features
Performance
Rarity
Reliability
Position Details

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A T T R A C T I N G S E L L I N G K E E P I N G

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“We should never underestimate what it takes to attract, sell
and keep the premium customer”
We should never underestimate …
• the level of knowledge and
experience required to get you/
product sold in a sea of “Me Too”
products on shelf or online.
• what it takes to get your target
market to switch their current
habitual buying state
• how much or little our target
market knows about why they buy
our product.
• what it takes to ensures you/
product gets discovered.

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Trifold Sequencing System (Access Consciousness)

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1 = HEAD: Brand/Store Interface

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How your customer connects intellectually with
your brand/store

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Make your premium
product/service both
approachable and
understandable!

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• Look & feel
• Building materials
• Layout
• Colours and symbols
• Meaningful message

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What is this?

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What is this?

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2= HAND: Unique Customer Experience

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Amazon Letters to shareholders:-Jeffrey P.
Bezos
Founder and Chief Executive Officer- Amazon.com, Inc.
• 1997 = Obsess Over Customers
• 1998–We intend to build the world’s most customer-centric company.
• During 1999, our relentless focus on customers worked
• 2000- We have the brand, the customer relationships, the technology, the fulfillment
infrastructure, the financial strength, the people, and the determination to extend our leadership
in this infant industry and to build an important and lasting company. And we will do so by
keeping the customer first.
• 2001 -Relentless commitment to keeping the customer first.
• 2002- Continue to drive customer experience.
• 2003 -We have a strong team of hard-working, innovative folks building Amazon.com. They are
focused on the customer and focused on the long term.
• 2005 - We will continue to focus relentlessly on our customers.
• 2010 -Start with customers, and work backwards. Listen to customers, but don’t just listen–
also invent on their behalf.
• 2016 -I’m talking about customer obsession rather than competitor obsession, eagerness to
invent and pioneer, willingness to fail, the patience to think long-term, and the taking of
professional pride in operational excellence.
• 2017 -You can be competitor focused, you can be product focused, you can be technology
focused, you can be business model focused, and there are more. But in my view, obsessive
customer focus is by far the most protective of Day 1 vitality.

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Deliver:
• engaging
• valuable
• interactive experiences
• at every touchpoint.
before, during & after interacting &
purchasing the product.

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3 = HEART: Create Emotional Connection

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"People will forget what you said, people will
forget what you did, but people will never
forget how you made them feel."
Maya Angelou

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Emotional Connection is:
The practice of appealing directly to a
consumer’s emotional state, needs and
aspirations.

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EC is built into the store/product experience to trigger a
desire for the brand that cannot
fully be rationalised.

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HOYTS LUX

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CULTURE
Trifold Sequencing System (Access Consciousness)

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Peter Drucker: 'Culture eats strategy for breakfast’

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It’s cultural..
Edgar Schein
A pattern of shared basic assumptions learned by
a group as it solved its problems of external
adaptation and internal integration.

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3 Levels of Culture:
1. Artefacts (visible)
2. Espoused beliefs and values (may appear
through surveys)
3. Basic underlying assumptions (unconscious
taken for granted beliefs and values: these are
not visible)

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“How will you serve the
world?
What do they need that
your talent can
provide?
That is all you have to
figure out.
The effect you have on
others is the most
valuable currency there
is.”
Jim Carey

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