The Big Challenge
Swarovski’s senior leadership team decided to aggressively expand the fashion segment, while continuing to nurture its core crystal collectible business. The goal was to “elevate” or transform in-store retail operations into a premium luxury experience both for consumers and sales consultants. Leadership believed this would result in improved consumer loyalty along with double-digit comparable store sales increases.
Getting Clear. Crystal Clear.
For this transformation, nearly every aspect of the business would need to change from the product and selling language used in stores to back office operations to personal interactions. The object was to grow the business by creating a unique and compelling client experience.
Before starting on this journey, clarity on the strategy was imperative, which included developing standards for consultants on the selling experience (Five Moments of Truth) along with coaching standards for store managers and field leadership teams.