Stevens, PA—There’s no doubt that technology and e-commerce are essential to remaining competitive in today’s luxury market. But Pam Danziger, president of Unity Marketing, reminds retailers not to get so caught up in the latest and greatest that they forget their most important asset to sales: their people.
In her most recent blog, she writes, “the real power of luxury branding resides on the people side of the marketing equation.” The personal relationships made by the customer-facing retail sales staff are what will make or break a retailer or brand’s success.
Even digitally-native brands like Bonobos (men’s clothing) and Warby Parker (eyewear) that began online and have mastered the best of digital marketing, are now opening physical stores to bring their virtual experience into the real world.
When Internet disruptors are establishing footholds in traditional retail, it proves the importance of developing personal relationships with customers and finding the most qualified salespeople available.