Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative
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Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

Offline brand touchpoints for luxury brands (2022 update)

In every day life we experience extreme amounts incentives from brands that the average person can’t even catch up with. Just look around the next time you head into town: how many brands are trying to catch your eye? They’re all offline brand touchpoints. For luxury brands it gets even trickier. You are often times competing with other high-end brands that want the coveted spots to draw attention. That is why it is important that you know how to use these offline opportunities to grab the attention of your ideal client in a world flooded with brand messages.

 


 

That is why it is important that you know how to use these offline opportunities to grab the attention of your ideal client in a world flooded with brand messages.

 


 

Below we’ll discuss different offline brand touchpoints that can be part of your brand experience and overall brand strategy. These brand touchpoints don’t just stand on their own. They’re part of the eco-system that is your brand with online brand touchpoints and collaborative touchpoints.

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Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

The brand experience

 

The brand experience in the real world with offline brand touchpoints

 

01 | Retail & interior

When it comes to the luxury client, a personal approach is the way forward. And the best way to create a personal relationship is to create a face-to-face experience. A place where they can experience not just your products or services but also the brand.

Your physical space should be the embodiment of your brand. From product placement to interior design to ambience — it should reflect the experience you want your clients to have with your brand.

There are also different ways to personalize the experience for a client. Think of a personal shopping session in a separate part of the store where the client gets one-on-one time to select the pieces they want to take home. Or a personalizing station where the client can put finishing touches on the product to customize it to their liking. From hot foil stamping to creating your own unique design — make it personal.

Other types of retail opportunities to consider:

Shop-in-shop

This is a retail space you rent for a longer period within a larger retailer or department store. It’s a great way to utilize foot traffic in areas your ideal client already shops.

Pop-up shop

This is a retail space you use for a certain amount of time for brand activation campaigns. It’s not a permanent retail space. Examples: Bottega Veneta’s invisible store in Shanghai (2020), Dream in Dior pop-up in Harrods (2022) or the Louis Vuitton mens capsule-collection in the Bijenkorf Amsterdam (2022).

Experience center

It’s like a shop-in-shop space but often it is located in a separate retail store or in the middle of a shopping center. They do popup more and more in department stores. Difference is that they are created to experience the product and how it works to entice the client to buy it. Depending on the item there can be inventory or otherwise the client needs to order it.

Outlet boutique

An outlet boutique is a great way to sell overstock and to use as part of the retail strategy. It might not be the most convenient type of retail strategy to go for as a luxury brand but it can have its place when done right. Outlet boutiques also attract different types of buyers — luxury lovers that might not have the budget as of now or the wealthy that like their deals.

There is also talk about brands selling items that are of lower-quality in their outlet boutiques, which is a completely different strategy to follow as a high-end brand. The only side note is that the quality you are selling will be the quality your products will be judged for. So you have to think about whether that’s the route for your brand.

 


 

When it comes to the luxury client, a personal approach is the way forward. And the best way to create a personal relationship is to create a face-to-face experience.

 


 

02 | Hotels & properties

A retail shop is great for product based luxury brands but what if you are a hotel? It is more likely you own or rent property. Again, it’s all about the experience you provide for your high earning visitors. From the moment they walk in they have to feel welcome. From the interior design to the concierge and room service to the restaurant or bar — it’s an experience your visitors should remember.

It’s often the little personal touches people love and turn them into a returning customer. Remembering them from a previous visit. Offering them upgrades for special occasions. Making sure that their food allergies are taken into account. It’s all about making sure your guest feels like you know them personally and you’ve personalized their stay.

This also rings true for other properties like an art gallery, restaurant or spa for example. They’re places that your high-end customer expects to get an experience. The focus of the different types of business might be different — an art gallery would put the emphasis on the art while at a spa it’s all about creating a calm environment. But in the end the personal experience is what sets it apart.

Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience
Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

Offline brand touchpoints examples: Dior decal store design & Tesla experience center

03 | Office or showroom

You might have higher clientele you work with or you are in a different business within the luxury industry that needs an office or showroom. How are these different from the previous you might ask.

A showroom is often either an experience center for your clients or a way to present a collection to collaborators (think influencers or resellers). Especially in the world of cars the client will come to a showroom to see their desired vehicle in person. Most high-end car brands will also provide a separate space in the showroom where the client can customize their future car.

In the showroom the focus is on experiencing the brand and products while at an office the focus is usually on setting the tone for the service provided. For luxury providers they often invest in the interior and art work, which are easy ways to showcase what kind of business your client is working with.

 


 

What’s important is that the client feels like they are getting a personal shopping experience that is tailored to them.

 


 

04 | Sales representative & customer service

A personal relationship with your ideal clients is the experience they often seek. That’s why sales representatives and customer service plays a huge part in providing a full brand experience. Taking the client from being interested in purchasing all the way to being satisfied with the brand that they would come back. Sales representatives and customer service play a huge part in this process.

Some major brands assign sales representatives to clients who have build a report with the brand. This way the client can monitor if the items they are looking for are in store. But you also have high-end department stores that work with personal shoppers, making the shopping experience enjoyable and successful for the client. What’s important is that the client feels like they are getting a personal shopping experience that is tailored to them.

From a branding point of view, your representatives & customer service providers should provide the customer experience your dream client would expect from your brand. From their tone of voice to their service — it should all be aligning with your brand values. Which can only happen with proper training from the brand.

Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience
Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

Offline brand touchpoints examples: Dior packaging & Gucci retail interior

05 | Packaging

Who doesn’t get excited over beautiful packaging? Especially from a branding point of view — it sets your product apart from competitors and carries on the brand message. Plus it is a great way to keep your brand experience streamlined when people order through your webshop.

When we think of packaging for a luxury brand, it has to feel like a gift for the client. Obviously it should also keep the product they’re purchasing safe and not create waste. But mostly it should be an experience on its own. Packaging is also a way to get more creative around certain times of the year for brands. Play around with packaging for campaigns, holidays or even personalize it. For smaller high-end brands that can be an added personal message or a sales representative that adds a thank you note thanking the customer. Or think personalized (beauty) samples based on previous orders. They’re small tokens of appreciation that elevate the brand experience through packaging.

 


 

When we think of packaging for a luxury brand, it has to feel like a gift for the client. Obviously it should also keep the product they’re purchasing safe and not create waste. But mostly it should be an experience on its own.

 


 

06 | OFFLINE ADVERTISEMENT

A more traditional form of offline brand touchpoints are advertisements. Based on the strategy you have for your business you can create a marketing plan with a media planning. The best way to get maximum impact is a combination of online and offline advertisement but that is also highly dependable on the type of brand you’re running and budget you have.  What’s most important is that you have a thought-out plan, goals and metrics to analyze results.

For luxury and high-end brands advertisement is more about presenting your brand than a hard sell. You’re selling the aesthetic or lifestyle to your clients. That means that the placement also plays a huge roll — you want to target the right audience but also want your advertisement placed somewhere (location, magazine, event, etc.) that blends into your brand experience.

Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience
Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

Offline brand touchpoints examples: Saint Laurent billboard placement & Burberry packaging

07 | Brand activation events, exhibitions & pop-ups

An event is an intimate way to connect with your clients and / or brand ambassadors in real life. There are different types of events you can use for different types of goals you have to build a stronger relationship with your ideal client. Especially when targeting a luxury client or (U)HNWI it’s important that the individual can experience your brand. The most important thing: it should be something that gets your ideal client excited about your brand.

A great recent example is the Dream in Dior exhibition & takeover at Harrods (still open til 3rd of January 2022) where they’re bringing retail and the art of fashion together. People can experience the brand and enjoy Harrods being transformed into a chic gingerbread house (ELLE.com, 2022). Creating not just visibility for the brand but also entice shoppers to shop at their shop-in-shop or pop-ups.

Another one is the Chanel Rockefeller takeover in 2021. The brand took over Rockefeller plaza for their Chanel No. 5 brand activation. It was a festive experience to reactivate desire for their No. 5 perfume in preparations for the holidays.

But you can also sponsor an event like several luxury brands do at Cannes Festival. Or use expo’s or trade shows to showcase your brand all the while the audience can experience products firsthand.

Whatever the type of brand activities you are planning for your brand, you need to think about the location. Chanel didn’t just choose Rockefeller plaza by accident — it’s a big attraction during the holiday season and is located right on Fifth Avenue. Same with the Dior takeover. What better place to create visibility than to create an experience where your ideal client does its holiday shopping. Second is time period. A lot of big brands will do their brand activations around seasons. Think the holiday or festival season but also around anniversaries or new launches.

 


 

The most important thing: it should be something that gets your ideal client excited about your brand.

 


 

09 | Samples or gift

As a luxury brand or high-end business you don’t want to be known as a brand that does discounts. But in order to entice your clients on becoming a recurring customer you want to *add* something extra. This could be a sample of a product that compliments what they’ve ordered or a gift with purchase. However, the item should be useful for the client. Assign samples to certain products so it looks like the client gets a personalized sample. Or gift an item that compliments their order.

Some examples:

• Beauty bag that can hold the beauty items they’ve purchased;
• Small travel jewelry case or travel size product when they spent a certain amount;
• Cardholder to match a bag;
• Personalized treats when someone checks into their hotel room.

Think about how you can make the purchase a better experience to lure the client back and turn them into an appreciated loyal client.

Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience
Offline brand touchpoints for luxury brands (2022 update) | Fiona Gobbo Creative | Different types of offline brand touchpoints for luxury brands to entice your ideal clients with and build your brand experience

Offline brand touchpoints examples: Moët & Chandon brand activation & Givenchy event

09 | Brand & marketing collateral

When you work with a brand designer or agency, the most likely offline brand touchpoints they’ll offer are either brand or marketing collateral. Some branding designers will put these both in the marketing collateral category but at FGC we divide the materials in these two different categories. To us, brand collateral is focused on creating brand visibility and the items are more branded. Marketing collateral is mainly used to market your brand and does have branding on it but it isn’t the focus of the designs. We’ll dive into the different types below:

Brand collateral

Some of the above touchpoints are actually part of the brand collateral category but we still wanted to shine some light on them separately. The brand collateral are all the designs that you use to communicate as a brand to customers, partners or collaborators. They’re not about marketing your brand but more about consistency and visibility. They’re the items that you use to directly communicate with your clients.

If you are handing out your business card to a potential client, you want to make sure you make a lasting impression. An impression that will create recognition for when they decide to follow-up or visit your website.

Some examples of offline brand collateral:

• Business cards (or Vcard)
• Packaging
• Stationary, receipt or invoice design
• Brand book
• Proposal or presentation
• Client packet or welcome kit
• Manual

These brand collateral items do not stand on their own — they’re part of the brand experience and a combination of offline and online brand touchpoints.

 


 

To us, brand collateral is focused on creating brand visibility and the items are more branded. Marketing collateral is mainly used to market your brand and does have branding on it but it isn’t the focus of the collateral.

 


 

Marketing collateral

The marketing collateral is, unlike your brand collateral, focused on marketing your brand. They’re part of your marketing strategy to attract the right ideal client. Usually we advice clients with a mixture of the two types of collateral.

Just as for any other brand touchpoint, you want your marketing collateral to reflect your branding. However, in your marketing the focus is more on the storytelling and the brand promise to your client.

Some examples of offline marketing collateral:

• Loyalty cards
• Thank you cards
• Catalog for products or lookbook for collections
• White paper on technical background information
• Sample box for customizations for products
• Brochure
• Merchandise
• Magazines

Again, these marketing collateral items do not stand on their own — they’re part of the brand experience and a combination of offline and online brand touchpoints.

Brand & marketing collateral examples from clients

The brand experience

 

Offline brand touchpoints to (re)build your brand

 

Choosing the right offline brand touchpoints to compliment your brand experience is a strategic choice. It’s a fine line between the brand you want to build and the ideal client and their needs. But also creating the right mixture of online brand touchpoints, offline ones and the collaborative kind. The luxury client needs a different kind of approach that is focused on personalization, exclusivity and high-quality. That is why it is important to know what this means for your brand and to reflect it through your brand touchpoints. This will help you create a brand experience for your high-end brand so ideal clients recognize it and want to be associated with it.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.