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Swarovski CaseStudy

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159 views3 pages

Swarovski CaseStudy

Uploaded by

alyhadad390
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Swarovski: Creating Compelling Case Study

Client Experiences
The name “Swarovski” is synonymous with luxury. For many years, the company
has been known as a manufacturer of fine crystal pieces perfect for collectors and
gift-giving. They then expanded into the world of fashion with collections in both
jewelry and accessories.

The business need


Recently, Swarovski’s senior leadership team decided to aggressively expand the fashion
segment, while continuing to nurture its core crystal collectible business. The goal was For this transforma-
to “elevate” or transform in-store retail operations into a premium luxury experience
tion, nearly every
both for consumers and sales consultants. Leadership believed that this would result in
improved consumer loyalty along with double-digit comparable store sales increases. aspect of the busi-
ness would need to
For this transformation, nearly every aspect of the business would need to change, from
change, from the
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 product and selling
client experience. language used in
stores to back office
The solution operations, to per-
Before starting on this journey, clarity on the strategy was imperative. This included sonal interactions.
developing standards for consultants on the selling experience (“Five Moments of Truth”)
The object was to
along with coaching standards for store managers and field leadership teams. Swarovski
partnered with Root to create several Learning Map® modules on the vision, strategy, grow the business
client experience, and coaching model, designed to inspire while bringing this transfor- by creating a unique
mation to life.
and compelling
An eLearning module was designed to read as a fashion magazine to amplify the brand client experience.
and further engage staff. Detailed product knowledge, delivered in a compelling and
on-brand manner, was designed to elevate consultants’ confidence in selling and pride in
the brand. The Swarovski Style Magazine included the company’s rich 115-year history,
vital in linking consultants to the company’s heritage and consumers’ in-store experience.
The “magic of crystal” and “poetry of precision” needed to be embedded with all 21,000
employees worldwide.

Another important point was educating consultants– on “wrapping” the selling process
into an all-encompassing activity that makes consumers – “clients” – feel that they are
being treated to a luxurious experience. Consultants accomplish this through creative
storytelling, romancing the product through their choice of brand language, and the use
of engaging body language.

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Implementation
The vision, strategy, and skill training was first introduced to all managers at Swarovski’s
annual meetings. Subsequent annual meetings kept the vision and strategy in the fore-
front through workshops that consistently reinforced the strategy, tactics, and progress.

This transformation has taken place not only between consultants and clients, but also
with field leaders who coach district managers, store managers, and their sales teams.
This was critical, as sales teams ultimately create the brand experience in stores. Field
leaders set high expectations, inspire teams about what’s possible, and hold them
accountable for results and the overall representation of the brand.

In the past, district managers focused on operations during store visits, ”checking off ”
things like visual merchandising, inventory position, expense spends, and a seemingly
endless list of other tasks. This checklist mentality was replaced by a true engagement
experience where leaders model the behavior that consultants should emulate with a
focus on the total client experience. With this approach, managers and consultants are
treated to the same Swarovski culture of luxury internally as with clients.

All education and skill development focuses on behaviors that will enhance every
experience. Basic retail KPIs such as conversion rate, units per transaction, and average
dollar sale aren’t forgotten, but rather are woven into conversations with storytelling and
“romancing the product” to create a compelling brand experience that drives business
results. The focus is always on creating customers for life who will return based on the
experience they had, not simply on the product they purchased.

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Results
As a result of this new focus, Swarovski has seen a higher level of confidence in its consul-
By indulging both tants as they transfer the new skills into behaviors with clients. Also, eLearning greatly
increased consultants’ comfort with technology, as many consultants had not been as
staff and clients computer-savvy as their retail counterparts in other companies.
in an experiential
environment of The company is transforming the brand – from frontline consultants to senior-level
management teams – into a client engagement-focused organization that concentrates
luxury with shared on inspirational experiences and storytelling to communicate the brand message every
messages and day. By indulging both staff and clients in an experiential environment of luxury with
common meanings, shared messages and common meanings, Swarovski is creating loyal customers and
retaining employees who are true brand ambassadors.
Swarovski is creating
loyal customers and
retaining employees
who are true brand
ambassadors.

Root Inc. About Root


5470 Main Street Root is a strategy execution company that helps organizations
Sylvania, OH 43560 engage people as a catalyst for change using a proven framework
+1 888 574 0077 that consistently achieves clarity, ownership, and results.
info@rootinc.com
rootinc.com
071114

3 rootinc.com Case Study > Swarovski

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