PERSONAL SHOPPER SERVICE STRATEGY

Led elevation strategy in region as part of Global team, due to previous luxury experience, to reposition brand upwards – undertook intensive research on competitor experience, current and potential customers, regional micro & macro market trends and store/product VM testing to attract higher value customer and reduce reliance on promotional activity to drive business

Launched Personal Stylist initiative to support brand elevation campaign focusing on key customers and stores to drive sales of new, higher priced Luxe Lingerie collection. Provided store training on customer personas and behaviours to ensure positive interaction during selling moments and intimate shopping events

Service was launched during pre-Holiday gift buying season in collaboration with Harper’s Bazaar Arabia. Intimate event for VIP readers and customers introduced bra fit experts, showcased lingerie trends for season along with perfect gifts chosen by editorial team. Sales during morning segment rose by around 200%

To maintain buzz around service, events scheduled in Kuwait and Dubai with Grazia ME to celebrate V-day and launch new, exclusive collections from Bluebella and For Love and Lemons. Collections with high ATV saw a 25% sell thru during early morning event timings.

V-day presented an opportunity to introduce service to men who often struggle to buy appropriate lingerie gifts for V-day. Commissioned video for digital campaign with high profile couple ‘influencers’ to demonstrate the assistance available in-store. The video views exceeded 6 million and engagement topped 700K – sales spiked on the two days post the video release.

Content was supported by use of Blis footfall tracking technology, targeting men in Malls, near stores or browsing gifts online with a digital communication and CTA to call a Personal Shopper for help.

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