Have you ever felt like a VIP?
Maybe you achieved a new level in your airline membership? Maybe they dropped the red rope at the retail store to let you enter before anyone else? Maybe you entered the theater through a VIP door so you didn’t have to wait in the line in the cold with everyone else at the Radio City Rockettes in New York?
It may seem natural for someone to assume that you have to provide a luxury product to provide a luxury experience. But I’m here to tell you that’s wrong. You don’t need to be a high-end retailer or luxury hotel brand to provide a luxury experience that your client enjoys.
Making an emotional connection with your clients, attracting new clients, and having them tell all their friends they need to work with your brand too can be achieved by focusing on five easy steps. Yep, just five! In our Exclusive Access model we outline how you can move from attracting new clients to helping them become advocates for your brand.
Personalize Where Possible
We can all agree that luxury begins with a personal touch. It’s about making each client feel seen and valued. Whether it’s remembering their favorite product, personalizing communications, or offering tailored recommendations, personalization can make all the difference. The simplicity of using someone’s name in your communications or even saying “welcome back” to a regular guest or visitor to your business makes the difference.
Ritz-Carlton is known for its impeccable service, and it excels in personalization. Their team is trained to note guest preferences, from favorite pillows to preferred room temperatures, ensuring every stay feels uniquely catered to each guest.
I recently spoke with the legendary Valerie Wilson (she’s who I want to be when I grow up!) She is 80 years young and established one of the most successful luxury travel businesses. On our call, she reminded me of the Ritz Carlton motto “ladies and gentlemen serving ladies and gentlemen.” I love the simplicity and elegance of how they honor everyone who stays on property with them.
How could you use customer data to personalize your interactions? Could you send birthday greetings, follow up on past purchases with related recommendations, or simply use client’s names in communications in a more powerful way? Small gestures create big impacts.
Create an Emotional Connection
The legendary Maya Angelou is often quoted: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” People remember how you make them feel. Creating an emotional connection with your clients helps build loyalty and trust. How can you share your brand’s story, values, and mission to resonate on a deeper level with clients you want to serve? TOMS Shoes don’t just sell shoes; they sell a mission. For every pair purchased, another pair is given to someone in need. This powerful narrative connects emotionally with customers, making them feel part of something bigger. If you have ever purchased TOMS for you or those you love, you know how good that feels!
How could you share stories that highlight your brand’s values and impact? Could you share stories and testimonials on social media? Could you sponsor a cause you believe in? Can you share your sustainability efforts? What if you provided behind-the-scenes glimpses of your team and how they love to serve your clients? Authentic storytelling fosters emotional connection.
Engage all the Senses
A luxurious experience engages all the senses. Think about how your brand can appeal to sight, sound, smell, touch, and taste to create a memorable experience. Abercrombie & Fitch stores used to make me vomit when I would walk past them in the mall because they used to be dark and smelly and they were known for an overwhelming scent. But have you been in a store recently? Yes they have their distinct scent called Fierce, designed for younger audiences, but now they have more curated music playlists, bright lighting, and visually appealing store layouts. This multi-sensory approach makes the shopping experience memorable and unique.
How can your brand create a multi-sensory experience? Could you elevate your visuals? Design an appealing scent for your lobby? Play engaging sounds like a spa does to relax their clients during treatment? Tactile elements enhance your client interactions.
Exclusivity and VIP Treatment
People love feeling special and part of an exclusive club. Can you offer VIP experiences? Could you provide exclusive access to meet the chef in the restaurant or the sommelier tableside? Could you offer a behind the scenes tour of your office or manufacturing plant for VIP clients? Do you offer limited-edition products to create a sense of exclusivity? The American Express Centurion Card (The Black Card) offers members exclusive perks like access to private events, personal concierge services, and travel benefits. This sense of exclusivity makes cardholders feel part of an elite group. I love that the Platinum Amex allows entry in Centurion Clubs at airports and I have spent MANY hours with long delays in these clubs and every time I am deeply grateful!
What loyalty program could you create to offer exclusive perks to your most loyal clients? What early access could you provide to new products or services? What exclusive invitations could you extend for special events? Could you design personalized discounts for loyal clients.Make clients feel valued with insider access.
Surprise and Delight
Ever watched a child on Christmas morning run to open presents under the Christmas tree, (makes my heart burst) or watched a video of a service person returning from duty to surprise their kid at school (makes me cry every.single.time)?
Unexpected delights turn ordinary interactions into extraordinary experiences. Can you surprise your clients with small, thoughtful gestures that show you appreciate them? Zappos has been well documented for their world-famous customer service. It often upgrades shipping to overnight for free or sends personalized thank-you notes. These surprises delight customers and foster loyalty.
Can you find ways to surprise your clients? Could you send a handwritten thank-you note? Could you offer a free sample with their order? Could you add a spontaneous discount at check out? The element of surprise makes clients feel truly valued and eager to share their positive experiences. Email me, and let me know.
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