Strategy Coach: Take the CR Luxury Survey
Private jets. Five-star resorts. Round-the-world cruises. Summers in the Hamptons. Endless spa treatments. High fashion. Fine dining. Concierge service. Rolls Royce. Gucci. Prada. Louis Vuitton. Ritz Carlton. Bentley. Cartier. Versace. Porsche.
For most of us, these lavish lifestyles and luxury brands are out of reach and almost fiction-like. Luxury for many may be just a few minutes in a candle-lit warm bath with a glass of moderately-priced champagne. We’re more likely to have time shares in Mexico than fractional jet ownership. Jet skis are more in reach than 200-foot yachts.
For a privileged few, though, jet-setting is a way of life. Luxury is defined as expensive and desirable, but not necessary. It speaks to money, lavishness and exclusivity. It’s the ultimate and beyond.
We’ve begun to see luxury in our industry as well. Some high-end clients think nothing about installing $50,000 golf simulators to entertain themselves on rainy days. Home automation goes way beyond lighting control and security for the very wealthy.
I’ve learned a bit about the rich and famous when talking with a few integrators about their most high-end installations and the customers who buy them. Many say they may never or rarely actually meet the client but instead only deal with their estate managers, personal assistants or other staff members. Their architects or designers may drive the entire planning process.
Interestingly, although these customers are often described as entitled, some felt like they were easier to do business with than their other high-end clients. They tended to be more realistic and more in control.
To find out more about your experiences with that highest-end luxury customer, CustomRetailer is conducting a survey about them.
We are conducting the following survey using Zoomerang, a nationally recognized survey company to compile the results. If you agree to participate, you are assured of the confidentiality of your responses since we will see only the data, not the providers of the information. We will share the results of this survey in a future issue.