Do You Have a Craving for Luxury Goods?
Despite weaker economies, luxury goods sales are still skyrocketing.
But, who is buying luxury goods besides the affluent? You might be surprised!
This ESL lesson will improve your English speaking ability, put the price tag of luxury goods into perspective, and help you decide if you desire them, or can live without them.
Part I: Let’s Chat about the Photo
1. Has he removed the shirt from the hanger?
2. Would you say he’s a clerk or a patron?
3. Does he appear to be standing in the fitting room?
4. Can he determine if the shirt will fit him without trying it on?
5. What type and colour of necktie would you wear with this type of shirt?
Part II: Take the Survey and Talk About It
1. I pay attention to what others buy
- Strongly agree
- Neither agree or disagree
- Strongly disagree
2. Have you ever purchased a luxury good?
3. If you said “no” why? Choose all that apply.
- They’re too expensive
- I don’t care for famous brands
- There’s nothing I’m interested to buy now
- Having the latest style is unimportant
- Another reason
4. If you said “yes” what did you buy?
- A car
- A watch
- A handbag
- A wallet
- A suit or dress
5. Why did you buy it?
- I liked the design
- Few people own it (exclusive)
- Personal satisfaction
- To show status
6. After you bought it did you experience “buyer’s remorse”?
7. Have you bought specialty foods or drinks recently?
- No, I haven’t
- Yes, I have
8. If you said “yes” what did you purchase?
- A bottle of premium alcohol
- A five star meal
- Rare fish, meat fruit or vegetables
- Premium chocolates or candies
- Something else
9. What’s important to you when selecting a luxury good? Choose all that apply.
- Brand reputation
10. Are you tempted to buy more luxury goods after taking this survey?
- Sort of
- Not really
Part III: Share Your Opinions
1. Does she look like a persuasive sales woman?
2. Do you think the items in the glass cases behind the woman are for sale?
3. When was the last time you were in a boutique like this and why?
You’ve been hired to manage a luxury goods duty free shop that sells women’s handbags and accessories. This morning your boss sent you an email with 10 strategies to build customer relationships and grow new and repeat business.
Unfortunately, you only have the time and resources to implement 5 of them.
Discuss and reach consensus with your sales team (classmates or instructor) which strategies to “action” first.
10 Retail Strategies for a Luxury Good Store
- Give salespeople mobile devices to collect shopper information
- Stop spamming customers. Send simple email offers less frequently
- Share the customer’s profile with him/her and update when they buy
- Have enough staff in your store
- Give sales staff business cards to share with customers
- Don’t treat tourists as “one time” purchasers
- Use “referral” programs so customers will invite friends to shop
- Track sales metrics from new and repeat customers
- If customers won’t give their email address, make them one
- Re-assign customer relationships to a new sales rep when one leaves
Did you enjoy this ESL Lesson?