March 18, 2024
Trunk shows are an important mechanism used by retail brands to offer exclusive experiences to their customers. When executed correctly, trunk shows have driven up to 4x the volume of transactions while encouraging brand loyalty, increased customer lifetime value, and word-of-mouth marketing. The only problem is that most retail brands end up leaving “exclusive experiences” out of their overarching strategy, turning a valuable trunk show into a more transactional event. Trunk shows should make attendees feel special through unique and differentiating experiences powered by technology designed for this purpose.
At JRNI we support over 6,000 trunk shows every year including several at some of the world’s largest and most pre-eminent retailers. By studying trunk shows across North American and European luxury brands, JRNI was inspired to create software capable of delivering unique, one-of-a-kind, end-to-end delightful and differentiating trunk show experiences. The following summarize lessons learned that we’ve designed into JRNI’s Customer Engagement Platform:
Make the ordinary feel exclusive - Brands desire the ability to offer additional one-to-one services (fittings, repairs, consultations) before, during, and after trunk shows, capitalizing on benefits of having a captive and interested audience. Being able to turn one-to-many events into one-to-one exclusive, personalized, human-to-human shopping or services experiences with ease can turn an ordinary trunk show into a feeling of an exclusive, VIP event!
Feeling Connected: Product and service experiences are best driven by personal connection, delivered by educated staff - an email or website popup can only be so engaging. Offering customers the ability to feel, try on, and engage with your product and service experts drives interpersonal relationships, the feeling of being important, and in turn brand loyalty and the likelihood of larger, more frequent purchases.
Getting loyal customers to the store: Trunk shows are a great way to re-engage your best customers. Using past visit data and purchase history, outcomes from previous trunk shows can be used to offer exclusive, personalized, experiences: early access, VIP discounts, and even the ability for your most loyal customers to participate in the trunk show are amazing tactics used to ‘wow’ your most loyal customers.
Halo effect of more engagements: Attendance at your trunk shows is only one point of engagement. Having the ability to communicate before, during, and after each trunk show with personalized offers and experiences grabs the attention of your customers and encourages them to book and return for more frequent virtual and in-store engagements.
Staff Make or Break the Experience: With mobile-first, customizable, and simple capabilities to promote a trunk show, customize a landing page, simplify registration and check in, and use Artificial Intelligence to automate follow up to attendees and no-shows, staff are able to focus on delighting customers and not on difficult and manual trunk show marketing and administration. Remember, trunk shows give staff an opportunity to amaze customers when their attention is captive, hence the technology must enable and not inhibit this pursuit!
JRNI Creates Lasting, Trusted, Connections Between Brands and Consumers
Interested in learning more about how JRNI’s Customer Engagement Platform transforms ordinary trunk shows into experiences that encourage customers to actually want your attention, request a personalized demo here.
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