The goal of the new strategy of the Italian luxury brand Gucci is to work more closely with wealthy representatives of the millennials generation, 6 luxury call centers will be opened for this, writes Worldfootwear.com.
Call centers resembling Gucci stores will open in cities such as Florence and Shanghai, they should cover a significant part of the brand’s customer base. The main idea pursued by the owner of the Kering group brand is to enable potential buyers to discuss the proposed Gucci products and their characteristics by phone, in correspondence by e-mail or online chat. In short, this initiative is aimed at transferring the purchase support service to a digital format, where many millennials feel like fish in water and regularly make purchases.
The company believes that in this way customers will get direct contact with Gucci, that is, personal experience with the brand.
Given the significant investment in these call centers, which will be more reminiscent of Gucci boutiques than traditional telephone call processing centers, time must pass before we can soberly evaluate this initiative and its impact on the promotion of luxury brand products.