Index hide1 The experience of finding unexpected policies has not only been experienced by a Louis Vuitton consumer, but also gym users.2 The “State of Customer Engagement Report 2022” reveals the importance of a brand’s experience to the consumer.3 Louis Vuitton is one of the most valuable apparel brands in this segment, according to a projection by Brand Finance, and its case where it changes warranty for after-sales draws attention.
The experience of finding unexpected policies has not only been experienced by a Louis Vuitton consumer, but also gym users.
The “State of Customer Engagement Report 2022” reveals the importance of a brand’s experience to the consumer.
Louis Vuitton is one of the most valuable apparel brands in this segment, according to a projection by Brand Finance, and its case where it changes warranty for after-sales draws attention.
Various brands make sales policies, based on their brand philosophy, the objectives they pursue before the consumer and, most importantly, the interest they have in being able to develop unique experiences for the consumer, just as it has been done. Louis Vuittonwhat do we know, changed warranty for the concept of aftermarket.
To create this experience, many brands have even made themselves special names that have allowed them to consolidate an entire culture around these brands, with a very clear objective, which is to be able to differentiate themselves from the competition.
Based on this, studies have been conducted such as the “State of Customer Engagement Report 2022”, which has sought to identify the perception of the experience provided by brands in the world and it was discovered at the time that 48 percent of the companies that responded considered it to be good and 27 percent described it as excellent.
This commitment to achieve personalization as a brand and hand in hand bring this discipline to the shopping experience of each consumer, is proposing very interesting policies, which serve as a benchmark of what brands must resolve in the face of eventualities and what they must be willing consumers to accept, once they have contracted the service or purchased the product.
A great example of the policies with which brands manage and take consumers by surprise was reported in this medium, when we announced that Planet Fitness opened in Mexico and shortly after resolved its first viral complaint of poor service.
In June of this year we reported that Bogart Montiel had been reprimanded by the chain when he was denied entry to the branch, a fact that he regretted because he assured that free personality development was denied, only that at the time, the chain demonstrated have as policies to prevent entry with t-shirts or even with bottles greater than one liter capacity.
This incident reminds us how brands shape their policies based on the experience they seek to offer, for example, brands like Disney have fiercely prohibited people dressed as characters from their franchises from entering their parks, thereby establishing a strong controversy of how important it becomes for brands to be in control.
Warranty? No!; after sales service
A user who adds more than 400 thousand reproductions in the TikTok account that uploaded the video, shows an unexpected story of what the shopping experience of luxury brands is like, when they register failures after being acquired.
In this video, the woman is seen to be disappointed because the Louis Vuitton glasses she bought had broken from one of the legs, so when confronting the sales representative, he reproached her for having used the glasses and that because they have with its own sales policies, the store did not apply the guarantee concept, but rather the after-sales concept, which has a cost to repair damage and at the end of the day is part of the experience that widely known brands have, due to the high cost of its products like Apple, which charges for damages that are not identified by the brand as its own.
Against this background, a necessary culture of entering the ecosystem grows, just as Apple has done, creating an entire environment of products and services, in which the consumer is involved as a community.