The Armani Experience - Service Model "We want the customer to feel we are there to respond to their needs rather than ours. If the customer ...
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Service Model
The Armani Experience
Service Model
“We want the customer to feel we are there to respond to their
needs rather than ours. If the customer enjoys their experience,
we know they will return in the future”
Giorgio Armani
Version 1.0 Q207 3Service Model
The Armani Experience
At Giorgio Armani, we believe that customer loyalty is driven through successful client
relationships. This begins with a high quality interaction between a customer and an associate.
The performance of the retail staff, their behaviors and actions all set the stage for the customer
experience and overall buying environment.
The ‘Armani Experience’ service model is a set of standards for high quality interactions
between customers and associates. These principles should be embraced by the entire retail
store team as these set forth the baseline expectations for behavior and desired emotions for all
who visit a Giorgio Armani retail store.
The service model is based on the six stages of an interaction that occur during a successful
visit. This demonstration has been constructed to illuminate how the customer should feel
during the cycle of the buying experience. It also serves to illustrate behavioral expectations and
actions of sales associates.
Six Stages of a High Quality Interaction
1 The Prelude
2 The Opening Act
3 The Connection
4 The Dressing Room
5 The Finale
6 The Encore
The reference document assumes a first time visitor, though the standards remain consistent for
all customers and clients. While each visitor may not cycle through all stages, the performance
of the retail staff should remain consistent for the duration the customer chooses to remain in
the store.
The store atmosphere must compliment the product and deliver a clear message as set forth by
the visual merchandising group each season. The visual standard and physical environment
should be impeccably maintained as to promote consistency across the brand.
Music played in the store is consistent across stores nationwide. The presentation of the staff
and grooming standards should be consistent with the seasonal mandate from Milan
headquarters and follow the grooming standards detailed in the associate handbook.
Version 1.0 Q207 4Service Model
Stage
The Prelude
1
The Prelude is the first opportunity to make an impression. Acting as a gracious host, this
important moment sets a tone for the visit, subsequent experiences, and the future relationship.
Associates should be well groomed and appropriately uniformed. Positive body language is key
for a first impression. Behavior of the entire team must be consistent to maintain the positive
energy and welcoming environment.
During The Prelude
A customer should feel
• Welcome, comfortable, curious
• An energetic friendly environment
• Excited – “Shopping at Armani is fun!”
• Important from the moment they enter the store
• The customer should never feel intimidated, judged, ignored or pressured
Associate Actions
• Assess readiness
• Enthusiastic – it’s contagious
• Exude warmth
• Be polite
• Make eye contact with a smile
• The associates should convey a sense of energy through motion on the floor.
Associates should smile and use positive body language and be accessible.
• Associates should not huddle in groups, stand with backs facing customers, or lean
on fixtures
• Behavior amongst the retail team must be consistent and all must support the
creation of an energized friendly environment
Helpful Hints
Words to Say: “Hello” (even if a fellow associate has done so). Be natural, sincere, not
rehearsed and stiff.
“Good morning/afternoon/evening”
A genuine complement is also a friendly way to start an interaction: “What a fabulous color, that
blouse looks so pretty on you.” Or “That’s a lovely _____ you’re wearing”.
Version 1.0 Q207 5Service Model
Stage
Opening Act
2
After entering the store and feeling at ease during The Prelude, the customer should sense
2
positive energy and activity on the sales floor. Remember that each visitor has the potential to
become a client.
{All support staff, doorman, loss prevention staff, assistants, etc. must also help set the tone of a
welcoming environment.}
During the Opening Act
A customer should feel
• At ease
• A sense of warmth through positive body language and eye contact
• Appropriately attended to
• Professionalism from staff
• Comfortable as if a guest at a party.
2
Associate Actions
• Continue to smile
• Actively listen
• Assess readiness to be engaged through watching cues and body language
• Acknowledge and be accessible for when customer is ready
• Give genuine compliments to show interest
• Share ‘passbys’ to create a greater sense of comfort
• Offer a beverage as you would to a visiting guest in your home
• Build confidence through brand knowledge, Armani gems, trends, cultural happenings
• Provide ‘gems’ of information about the world of Armani or a particular item
Helpful hints
Practice passbys so you are ready
Be available but give customers appropriate space
Always maintain eye contact when engaging in conversation
Treat the customers as if they are guests in your home.
Words to Say:
“May I offer you a beverage?” sounds warm, gracious, and inviting
Version 1.0 Q207 6Service Model
Stage
3
The Connection
After enjoying the Opening Act, a customer will begin to feel a personal connection with a
2
knowledgeable professional. The associate becomes a credible partner in matching product to
the individual needs of the customer. Guiding and influencing choices based on open discussion
enhances the connection.
During the Connection
2
A customer should feel
• Engaged by a friendly, professional and knowledgeable group or individual
• Comfortable – they are in the right place
• Understood
• Valued
Associate Actions
• Mirror the mood and style of the client to increase synergy
• Alleviate intimidation
• Project confidence
• Ask questions to help determine needs, likes, preferences
• Be attentive
• Demonstrate knowledge and fashion credibility
• Make appropriate suggestions
Helpful Hints
Refer to swatch books and collection books to show additional looks and how Mr. Armani styled
the garments
Incorporate knowledge from wardrobe & fit sessions
Use trend and seasonal learning materials to add to your professional credibility as a style
consultant
Version 1.0 Q207 7Service Model
Stage
The Dressing Room
4
Once a connection is made, the customer agrees to try on a garment. The dressing room is the
2
most intimate part of the buying experience. The customer is stepping into an environment of
trust. The associate must maximize the interaction with knowledge and credibility.
During the Dressing Room Stage
A customer should feel
• Fulfilled
2
• Excited
• Hopeful
• Trusting
• Informed
• Like this will be fun
• Never pressured, neglected, overwhelmed or crowded
Associate Actions
• Be positive, passionate and excited for the customer
• Above all be honest and sincere; prepared with well suited alternatives
• Have options ready and advice on how to wear, wardrobe and accessorize outfit
• Do not sell, help the customer select and buy
• Point out the features of the garment and options of how to wear it
• Offer additional sizes and colors
• Nurture relationship between fitter and client
Helpful Hints
Always check that the fitting room is clean before allowing a client to enter
Display outfits in a cohesive manner (unbuttoned, paired with complementing garment, etc.)
Always have shoes and accessories ready
If you need to leave the customer, politely inform them what you are doing and how long you will
be.
Partner with the fitter by educating about the customer
Introduce fitter and deter to him/her for input
Know what you own
Know your customer’s style and preferences
Version 1.0 Q207 8Service Model
The Finale Stage
5
At this stage of the interaction, the customer has decided to make a purchase and will proceed
to transact at the point of sale. An associate should introduce the customer to the cashier
2
staying with the customer during the process whenever possible. A chance to make a lasting
impression awaits. Be sure to gain permission to keep in touch with a clear next step.
During the Finale
2
A customer should feel
• Appreciated
• Connected to the individual
• Important
• Calm
• Satisfied and happy – no buyer’s remorse
• Never pressured or abandoned by the associate
Associate Actions
• Show gratitude for the purchase the customer chose to make with you
• Seek permission to stay in touch
• Communicate your next step for follow up
• Promote a friendly and efficient POS transaction with an introduction to the cashier
• Guest should always be escorted to the exit preferably by the associate, manager or cashier
• Shake hands
Helpful hints
Ask for name, phone, and best time to call and record this in your client book
Inform the customer of the next collection and when it is anticipated: this generates excitement
Introduce a client to the Department Manager or General Manager
Utilize new client registry
Escort customer to the door, carry packages and offer a sincere “thank you”
Version 1.0 Q207 9Service Model
The Encore Stage
6
Each visitor should leave with the desire to return again. If successful during the interaction, a
2
relationship built on mutual trust has begun. Professional associates will be proactive in keeping
in touch and fulfilling promises to ensure a repeat performance will occur.
During the Encore
A customer should feel
2
• Valued
• A desire to return
• Appreciated
• Thrilled
• Special
• Impressed
Associate Actions
• Fulfill promises
• Record alteration dates in calendar
• Make satisfaction call or follow up call as discussed when setting your next step
• Always give the last goodbye
• Update client books
• Exceed expectations with a warm thank you card; there are few correspondences as
memorable as a hand-written note
Helpful hints
“I’ll call you to remind you when alternations are ready. Expect to hear from me.”
Update and frequently review your client book
Keep appointments with clients when they wish for you to show them new collections
Thank you notes sent within 24 hours
Remember your valued clients during the festive season and be certain to send them an Armani
holiday card
Version 1.0 Q207 10Service Model Conclusion The customer has made a conscious choice to step into the world of Armani. A first visit is enticed by an advertisement, editorial or simply an outfit admired in the window. From the loyal, long-term patrons to the new customer whose interest has only recently been piqued, each is a guest in the House of Armani. Upon their entrance, we must deliver an experience in line with the vision set forth by Mr. Armani. Let us review the six stages of a high quality interaction: The Prelude assumes the associate will be demonstrating positive body language, giving a smile and a warm hello. In turn, the customer will feel welcome and at ease in the store. The Opening Act proceeds The Prelude with acknowledgement of the customer, gracious passby, and actively listening to the customer. This will result in a feeling of comfort and established acquaintance between associate and customer. The Connection will occur as you are demonstrating your knowledge of the brand and product. Because you have been attentive to your customer’s needs he/she is feeling thoroughly engaged and a level of trust has been formed. The Dressing Room stage is where you can show your passion for the brand, and enthusiasm about the choices of garments you have given your customer to try on. The customer feels fulfilled and important as you are offering suggestions and pointing out the features of the garment. The Finale is here and you are following up with your client by entering them in your client book. During the transaction you have made your new client feel appreciated and have shown gratitude for the items you have selected together. The Encore is certain to happen as you have exceeded your client’s expectations and kept your promises to send correspondence and/or give a follow-up call. Your client feels valued and satisfied. In the House of Armani, a tailor-made experience is created from the coupling of two adherences: The basic service blueprint of “The Armani Experience” and the individual connection of a professional associate. To ensure a successful interaction between customers and associates the elements of this service model must be the standard for all employees. Version 1.0 Q207 11
Service Model Version 1.0 Q207 12
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