In July 3rd, Net-a-Porter, a luxury electric provider in Britain, launched its exclusive invitation service, EIP Priv e, for high loyalty and high consumption VIP jewelry customers. Net-a-Porter will invite them to try them first after receiving the appointment of VIP customers, and then pay for them after satisfaction. It is reported that the service will be extended to watch and men's clothing category later this year.
At present, the jewelry brands that the service involves include: Boehmer et Bassenge, Piaget (Bo Jue), Boghossian, Bayco, Nadia Morgenthaler and Giampiero Bodino. At the same time, Net-a-Porter will also provide private customized shopping advisory groups for its high-end customers to help customers choose a unique premium jewelry or customizable jewelry. The service is aimed at high-end customers in more than 170 countries and regions around the world, so no matter where the customers are, these private consultants can help customers make reservations.
With the rapid development of e-commerce, many high-end luxury brands and retailers have begun to pay more and more attention to the business channel. In order to reflect the difference of luxury goods, these retailers have adopted many special strategies to enhance their personalized shopping experience. Of course, high-end jewelry retailers are no exception. After all, the only thing they need to do is to let the customers feel the nobility and the special of the jewellery.
Last year, Net-a-Porter began to enter high-end jewelry and watches from the field of fashion accessories, and achieved good results by accurately grasping the psychological needs of consumers. Alison Loehnis, President of Net-a-Porter, said: "EIP Priv will provide an extremely personalized invitation service for our senior jewellery customers to create a unique high-end jewelry shopping experience for our customers."
Net-a-Porter and its menswear platform Mr Porter have been working to develop their EIP (Extremely Important People) customers, that is, "extremely important customers". In January of this year, Net-a-Porter and Mr Porter launched the "styling and trying" service for its high-end customers. Customers can choose the most 30 styles of clothing for trial wear in the next 7 days according to the personal shopping consultant's modeling suggestions or their preferences, and finally pick out their own satisfactory styles of payment and purchase.