Case Study: Versace
Transforming the customer experience through redefining moments that matter impacts performance and increases revenue
The Brief
Versace wanted to do something different: forge authentic relationships with current and prospective clients to distinguish from its luxury competitors.
The CXG Transformation Approach
Step One: Identifying the brand’s DNA through emotional indicators
By asking the question, ‘how do you want your clients to feel when engaging with Versace?’ The executive team defined three fundamental emotional indicators applicable to all interactions across every channel and touchpoint. These then became the core design principles for a new Versace experience.
Step Two: Creating Moments That Matter
By combining emotional indicators with moments that matter, Versace created a baseline for achieving a collective mindset.
Step Three: Implementing change
With the core design elements in place, it’s time to activate the transformation. Working with stores across America, Europe and Asia, CXG helped Versace define a new retail approach, including manager coaching, staff training, a new strategy, and competent testing and measuring methods
The Results
CXG helped Versace achieve their mission by empowering staff to own their process and inspire them to think globally and act locally. Sales increased across pilot stores, with results ranging from 20% to 88% like-for-like over nine months.
