Watches of Switzerland

Elevating the sales experience

Watches of Switzerland Group felt that in their two key brands (Goldsmith and Mappin & Webb) customers were not receiving a luxury sales experience. Through observation of customer interactions, we found the customer journey was excellent in process but felt impersonal. Every interaction needed to be elevated to create a much more luxury experience.

 

An elevated approach 

We developed a new culture and approach to elevating the luxury experience for all store visitors. Taking the excellent foundation of the existing retail process we created a learning toolkit and workshops to enhance each step of the journey.

All managers and key team members attended a one-day workshop and received an in-store training toolkit including; facilitators’ guides, bespoke training tools, videos and other digital media. The programme was followed up by field support teams and key messages were reinforced and reignited at regular events throughout the year.

Impressive sales growth bucking the sector trend

As a result of our work, Watches of Switzerland redesigned their Mystery Shopper audits to cover ‘Elevation’ behaviours rather than process and have continued to use Elevation as their USP in the highly competitive jewellery and watch markets.

Against a sector trend for consolidation, profit warnings and sales and promotions, both Goldsmiths and Mappin & Webb experienced above target growth and profitability in 2019.

Excellent tracking systems demonstrated that once Elevation was embedded there was a huge uplift in Net Promoter Score to an all-time high 86% across the brand.

“Our Elevation programme has really embedded into our Customer Experience culture. We quickly saw a sharp improvement in our already strong Net Promoter Score and there is no question that this has played a significant part in our financial success in the last couple of years.”
Executive Director, UK (The Watches of Switzerland Group)