• CEPro_logo_blue-new
  • TOPICS
      • News
        • People & Places
        • Product Briefs
      • Projects
      • Events
      • Control
        • Central Vac
        • Energy/Power
        • HVAC/IAQ
        • Interfaces/Devices
        • Lighting
        • Motorized Shades
        • Whole House Systems
      • Audio/Video
        • Audio/Video
        • AV Accessories
        • AV Racks
        • Cabling
        • Displays
        • Furniture
        • Headphones
        • Home Theater
        • Media
        • Mounts/Lifts
        • Multiroom AV
        • Projectors/Screens
        • Speakers/Subwoofers
        • Wireless AV
      • Security
        • Access Control
        • Alarms/Sensors
        • Services/Platforms
        • Surveillance/Cameras
      • Business Support
        • Associations/Buying Groups
        • Cell Phone Boosters
        • Distributors/Reps
        • Operations
        • Recurring Revenue
        • Research
        • Sales/Marketing
        • Software Services
        • Tools/Testers
      • Networking
        • Cellular
        • Devices/Equipment
        • Wireless
        • Wired/Installation
      • Markets
        • Builders
        • Commercial
        • Design
        • Europe
        • Outdoors
        • Resimercial
        • Wellness
      • CE Pro Hub Pages
        • Bose
        • Savant
        • Inside Sound United
  • PRODUCTS
  • RESOURCES
    • Reports/Downloads
    • Buyer’s Guide
    • Webcasts
    • Podcasts
    • Integrator Jobs
    • Digital Edition
    • CE Pro-iQ
  • SUBSCRIBE
    • CEDIA SHOW UPDATES
    • CEPRO PRINT EDITION
    • CEPRO DIGITAL EDITION
    • CEPRO NEWSLETTERS
  • DISCOVER
    • CEDIA Expo
      • September 29 – October 1
        Dallas, TX
      • VISIT SITE
    • KBIS
      • February 8 – 10
        Orlando, FL
      • VISIT SITE
    • Total Tech Summit
      • October 26 – 28
        Orlando, FL
      • VISIT SITE
    • Commercial Integrator
      • VISIT SITE
    • Security Sales
      • VISIT SITE
    • Tech Decisions
      • VISIT SITE
    • Campus Safety
      • VISIT SITE
    • Design Well
      • VISIT SITE
    • KBB Online
      • VISIT SITE
    • AV-iQ
      • VISIT SITE
    • CE Pro-iQ
      • VISIT SITE
  • Search
  • TOPICS
    • News
      • People & Places
      • Product Briefs
    • Projects
    • Events
    • Control
      • Central Vac
      • Energy/Power
      • HVAC/IAQ
      • Interfaces/Devices
      • Lighting
      • Motorized Shades
      • Whole House Systems
    • Audio/Video
      • Audio/Video
      • AV Accessories
      • AV Racks
      • Cabling
      • Displays
      • Furniture
      • Headphones
      • Home Theater
      • Media
      • Mounts/Lifts
      • Multiroom AV
      • Projectors/Screens
      • Speakers/Subwoofers
      • Wireless AV
    • Security
      • Access Control
      • Alarms/Sensors
      • Services/Platforms
      • Surveillance/Cameras
    • Business Support
      • Associations/Buying Groups
      • Cell Phone Boosters
      • Distributors/Reps
      • Operations
      • Recurring Revenue
      • Research
      • Sales/Marketing
      • Software Services
      • Tools/Testers
    • Networking
      • Cellular
      • Devices/Equipment
      • Wireless
      • Wired/Installation
    • Markets
      • Builders
      • Commercial
      • Design
      • Europe
      • Outdoors
      • Resimercial
      • Wellness
    • CE Pro Hub Pages
      • Savant
      • Bose
      • Inside Sound United
  • PRODUCTS
  • RESOURCES
    • Reports/Downloads
    • Buyer’s Guide
    • Webcasts
    • Podcasts
    • Integrator Jobs
    • Digital Edition
    • CE Pro-IQ
  • SUBSCRIBE
    • CEPRO PRINT EDITION
    • CEPRO DIGITAL EDITION
    • CEPRO NEWSLETTERS
    • CEDIA SHOW UPDATES
  • DISCOVER
    • Cedia Expo
      VISIT SITE
    • Commercial Integrator
      VISIT SITE
    • Security Sales
      VISIT SITE
    • Tech Decisions
      VISIT SITE
    • Campus Safety
      VISIT SITE
    • Design Well
      VISIT SITE
    • Total Tech Summit
      VISIT SITE
    • KBB Online
      VISIT SITE
    • AV-iQ
    • CE Pro-iQ
M
POPULAR SEARCHES
News
Projects
Control
Audio Video
Security
Business Support
Markets
SUBSCRIBE CEDIA EXPO
Business Support | Operations | Sales/Marketing | Uncategorized
April 12, 2021

3 New Rules for Reinventing Your Luxury Business Model

Luxury Institute advises high-end integrators organize by market segments, not by product categories, and manage their client data directly.
Jason Knott  
3 New Rules for Reinventing Your Luxury Business Model

Luxury Institute advises integrators who serve luxury clients with high-end systems, like this Star Trek-themed theater by Sound Sense, organize with team leaders for areas like supply chain, customer engagement and production.

Article:
Business Support | Operations | Sales/Marketing | Uncategorized
April 12, 2021

3 New Rules for Reinventing Your Luxury Business Model

The pandemic is forcing many luxury-focused brands, including integration companies, to rethink their approach to connecting with their clients. According to the Luxury Institute, too many luxury businesses are focused on developing “soul-less transactions’ via e-commerce with their clients instead of re-inventing their businesses for “true customer-centricity.” The growing number of younger affluent customers who are now “digital natives” have different expectations and are redefining what “customer-centricity” actually means.

According to the Luxury Institute, the brands that will flourish in these changing times are those that approach their business model reinvention from the perspective of these new younger affluent customers with “deep empathy, and create internal systems that cultivate trusted, emotionally intelligent relationships.” To do that, luxury-focused brands like high-end integrators need to build a customer-centric culture that goes well beyond just adopting “best practices” but instead reinventing their organizations and taking measured risks.

As such, the Luxury Institute, which is an organization that served over 1,100 premium and luxury brands over 18 years, has put forth three rules to help guide businesses focused on high-end clients.

Luxury Institute Rule #1: Set Up Market-Driven Teams, Not Product-Centric Teams

Many luxury-focused companies are organizationally broken, literally, according to the Institute, in today’s digital era. They remain broken up into departments and functions fit for the factories of the industrial era. All the relevant data that resides inside the organization is “disconnected and uncoordinated,” says the group. That means new technology such as customer-data and customer-engagement platforms will be a complete waste without an organizational reconfiguration.

For years, Luxury Institute has recommended that luxury companies reorganize along customer-segment teams (i.e., for integrators: Commercial Market, MDU, Large Project, or Service) or versus products and categories (i.e., for integrators: Audio, Video, Networking, Security or Control).

Join Us At Total Tech Summit 2022

Total Tech Summit is where the integration industry elite gather. It's your chance to build rock solid industry connections to grow your firm and advance your career. We invite you to apply today for a free trip to join us in Orlando October 26-28, 2022. Apply now!

“This creates a customer-centric focus. While products and categories are important, they become providers to customer segment leaders who specialize in generating experiences that meet the evolving stated and unstated needs of the customer audiences” says the group. “Every luxury executive worth their salt realizes that, in this new world, core products and services are only one small component of extraordinary, personalized customer experiences.”

The Luxury Institute also recommends that businesses appoint “a highly skilled and emotionally intelligent leader” to focus on all the ways the organization touches its clients. They recommend team leaders for:

  • Data management
  • Ways to generate insight into customers
  • Creativity and design
  • Creation of packages and offers, along with content development
  • Production
  • Supply chain

The Luxury Institute advises these leaders set up teams using internal employees, and even outside experts.

“These teams will be networked into every part of the organization and generate critical inputs and outputs and use other team outputs in real time for results. They execute short-term or long-term projects based on clear customer segment objectives,” says the Institute.

This structure will enable luxury-focused companies to deliver optimal customer value, and be flexible and agile to respond to changes.

Rule #2: Form Direct Relationships with Clients vs. Relying on Outside Marketers

According to the Luxury Institute, data is the lifeblood of any business in the 21st century, and trust is the currency. But many businesses have yielded their marketing responsibilities to third parties.


Related: London Luxury Apartment Features Jaw-Dropping Home Theater, Bowling Alley and Billiards Room

Many integrators claim to be customer-centric, but they have fail to build a direct data relationship with the customer. Luxury integrators need to have an honest dialogue with their customers about data sharing, and adopt transparent, legal, ethical, secure, private, fair value processes.

It is a failure of massive proportions to relinquish control to marketing and advertising entities that stand in the way of building healthy, thriving customer-centric relationships, according to the Luxury Institute. The result is dismal response rates to their outreach and advertising.

The Luxury Institute advises brands to have an upfront conversation with their clients about their respect for personal data rights, and then respectfully ask the customer for direct and secure access to their personal data in exchange for rewards and benefits with legal protections.

“Fortunately, consumers, especially Millennials and GenZ’s want to share their data with brands they trust and love,” says the group. The payoff will be long-term frequency and referrals from clients over their lifetime.

Rule #3: Use Data to Predict Client Behavior

According to the Institute, if a luxury brand such as a high-end integration company can manage their clients’ information directly, they will be able to make accurate predictions about their behavior and make recommendations that have a high probability of making clients happy. Managing that data will also enable fast, personalized response, which is great for the customer.

“This will unleash the human personalization revolution and usher a new era of deeper, trusted, more mutually beneficial, emotionally intelligent brand-to-customer relationships. Luxury will lead this new era, if it begins the transformation immediately. No ripping off of Band-Aids, as often recommended by pundits, is required. Rapid cycle testing and learning is the way to go. Go, we must, into this fascinating, new customer-centric world of luxury,” concludes the Institute.


ABOUT THE AUTHOR

Jason Knott
Follow
Jason Knott:
Jason Knott is Chief Content Officer for Emerald's Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California.
View Jason Knott's complete profile

ARTICLE TOPICS

Business Support • Operations • Sales/Marketing • Uncategorized

ARTICLE TAGS

Business Resource

SHARE

Share On Facebook
Share On Twitter
Share On Linkedin
Share On Whatsapp
Share Via Email
Copy URL
← Previous Article Next Article →
Article MarketsWellness

Selling Wellness Technology: 7 Ways Integrators Already Know How

Integrators may already be prepared for selling wellness technology without knowing it -- are you involved in any of these seven areas?
Article CEPro 100News

CE Pro 100 Integrator Wipliance Acquires Eastern Wash.-Based Huppin’s

Perennial CE Pro 100 integrator Wipliance adds to its Seattle-area and Scottsdale, Ariz., bases by acquiring 114-year-old Huppin's of Spokane, Wash.
Article MarketsWellness

Selling Wellness Technology: 7 Ways Integrators Already Know How

Integrators may already be prepared for selling wellness technology without knowing it -- are you involved in any of these seven areas?
Article CommercialDevices/EquipmentNetworkingNewsResearchWireless

Wi-Fi 6E Market Set for Rapid Expansion

ABI Research predicts shipments of Wi-Fi 6E access points will more than triple by 2024 to 5.2M units, driven by 6GHz spectrum deployment.

SHOW NEWSLETTER

Sign Up

CE Pro

Subscribe Sign Up

Content Types

News
Products
Projects
Companies
Downloads
Webcasts
Podcasts
Events

Specials

IntegratorJobs
CEDIA EXPO
CE Pro 100
CE Pro Summit
Awards Programs

Company Info

About
Contact Us
Customer Service
Media Solutions & Advertising

Subscribe

Magazine
Newsletters
Digital Edition

Connect

Twitter
Facebook
LinkedIn
YouTube
RSS Feed

Categories

AUDIO/VIDEO
AV Accessories
AV Racks
Amplifiers/Receivers
Cabling
Displays
Furniture
Mounts/Lifts
Multiroom AV
Projector Screens
Speakers/Subwoofers
Wireless AV
CONTROL
Central Vac
Energy/Power
Interfaces/Devices
HVAC/IAQ
Lighting
Motorized Shades
Whole-House Systems
NETWORKING
Cellular
Devices/Equipment
Wireless
Wiring/Installation
SECURITY
Access Control
Alarms/Sensors
Services/Platforms
Surveillance Cameras
BUSINESS SUPPORT
Associations/Buying Groups
Distributors/Reps
Operations
Recurring Revenue
Research
Sales/Marketing
Software/Services
Tools/Testers
MARKETS
Builders
Commercial
Design
Europe
Outdoors
Wellness
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow

© 2021 Emerald X, LLC. All Rights Reserved.

  • ABOUT
  • CAREERS
  • TERMS OF USE
  • PRIVACY POLICY