What Happened After Agreeing to a 'Chanel' Message at the Department Store?
Creatrip Team
22 days ago
Luxury brands like Chanel are asking customers to consent to linking their accounts to global, centralized databases to deliver consistent, personalized services across countries. Historically, VIP knowledge lived with individual boutique staff, but as brands grew into global companies with customers who shop across cities and countries, firms are building global CRM and 'clienteling' systems to unify customer profiles, track purchases and services (repairs, exchanges), and offer targeted invitations and product suggestions. This shift moves control from local salespeople to brand headquarters, reducing risks from staff turnover and making customer data a strategic asset amid slower market growth. Brands also use AI-driven tools (e.g., Zegna’s “Zegna X”) to enable personalized outreach via WhatsApp, email, or SMS, increasing sales and high-spender engagement. The change aims to retain top-spending clients (VICs), who account for a large share of luxury revenue.
