Experience a class at ESSEC with Prof. Sonja Prokopec, LVMH Chaired Professor of Luxury Brand Management and discover how you can benefit from ESSEC's expertise and pedagogy.
Abstract In luxury, attention to detail and good customer knowledge are essential. Clienteling efforts are focused on customers receiving good, personalized service to create repeat purchases and brand loyalty. Delivering luxury service involves many facets; one such facet is storytelling, used to engage the customer and offer that personalized engagement. Storytelling is a proven way to develop identity, build your client base, and increase sales. Furthermore, stories immediately focus on engagement, experiences, and emotion – the central tenants to romancing the luxury customers of today.
In this presentation, Prof Prokopec will share clienteling best practices from the luxury industry, and how they can be applied across other industries.
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Date: Thursday, 2 March 2017
Time: 7:30pm - 9:30 pm
Location: ESSEC Business School, Asia-Pacific, 5 Nepal Park, Singapore 139408
About the Speaker
Prof. Sonja Prokopec is the ESSEC LVMH Chaired Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Her research explores consumer judgment and decision-making. She is also interested in understanding the factors that affect brand perceptions of luxury brands. Prof. Prokopec's research has been published in the Journal of Consumer Research and the Journal of Consumer Psychology, among others, as well as a variety of media including the Huffington Post, the Business of Fashion and the Business Times Singapore. Outside of teaching and research, she actively advises companies from the luxury industry in regards to consumer behavior trends, consumer research and marketing and brand management issues. Prof. Prokopec received her PhD in Marketing from University of Houston in 2007.