COVID has definitively transformed the brand ecosystem, and in particular the retail landscape, by redefining the function of the retailer as more than just a point of sale, but a point of experience. Since then, many brands have backed their development plans with an aggressive retail strategy. The stakes and investments are very high, as are customer expectations in terms of service and experience. How can we ensure that the resulting network meets its objectives? What function should be given to this point of contact in an increasingly rich brand ecosystem and customer journey? How can we make retail a high-performance asset in terms of both business and image?
Last spring, one brand was the subject of numerous rumors about a takeover by a major beauty group. It was the Omani Haute Parfumerie House AMOUAGE, whose unique retail approach is underpinning unprecedented performance (23.8% increase in sales by 2023, including +27% for boutiques) and attracting the interest of leading beauty brands.
Founded over 40 years ago in the heart of the Sultanate, the House set out 4 years ago to conquer the world with its vision of Middle Eastern elegance and modernity. What’s so special about AMOUAGE’s retail strategy? What brings it this level of performance, the envy of many large groups?
Interview with Renaud Salmon, AMOUAGE’s Executive Creative Director.
Added emotional value
To feel, to discover, to exchange– these are the prerequisites for an experience in a luxury boutique. In this respect, Renaud Salmon confides that “thinking about the experience is too often linked to the search for an aesthetic effect rather than added emotional value”. It’s all about taking a sensory journey to the heart of the House’s inspirations, where the architecture, materials and discovery path appeal to everyone’s emotions and senses.
Indeed, for most visitors, the journey begins online, so the purpose of a visit to the boutique is to enjoy a unique experience and access to services exclusive to retail. AMOUAGE offers interactive olfactory discovery at its points of sale, to guide customers and provide them with a unique experience alongside their advisor. Over and above a transactional journey, what each person visiting the brand is offered is the chance to enter into a conversation with the brand.
Collectible experiences
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Read also > Amouage reports record results for the first quarter of 2024
Featured Photo: © AMOUAGE
