Under the guidance of LEF president and Columbia adjunct professor Ketty Maisonrouge, eight students put their heads together to come up with a plan to present to senior members of Cartier’s U.S. team on how to elevate the brand's client experience.
Self-guided store experiences can help elevate the Cartier client experience: recommendation from Columbia MBA LEF class to Cartier. Image credit: Cartier, Luxury Education FoundationHow can Cartier align and maintain high- touch, seamless experiences in both in- store and digital channels?
Chore one was to enhance the welcoming experience for both in-store walk-ins and by-appointment customers as well as digital clients. The Columbia MBA LEF class proposed three client personas for Cartier. Image credit: Cartier, Luxury Education FoundationFor in-store, there was Ilyssa, a millennial with a record of three-plus Cartier product purchases. As the most engaged client cohort, she seeks top-tier products and experiences.
With this illustrative idea, the overall goal was to show Cartier behind the curtain, or celebrate and showcase the teams crafting pieces. This approach would appeal to Ilyssa. Another idea was to sprinkle iPads around the store, sitting atop display cabinets for clients to self-discover and curate their own basket. Again, this idea is live in the Cartier store on Fifth Avenue in New York., the goal is to educate all clients on Cartier’s brand heritage and product collections via stories and activations, particularly through servicing pop-ups.
The “playful sophistication” aesthetic is a modern twist on the classic version of Cartier, per the Columbia MBA team’s vision. It could include a fun statement wall, different uniforms, physical products of core items showcased live and organized for easy access, and using augmented and virtual reality for sizing and digital product renderings for non-core products.
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