This article contains my commentary from a recent Ultra-Luxury mystery shop retail experience in the US. This boutique was one of the competitive set we shopped on behalf of a client, and it has a number of themes that we see recurring in client-facing Ultra-Luxury establishments (and lessons for others).
To set the stage, this atelier specializes in menswear and womenswear, and we shopped for men’s suits with an average ticket price of around $9k. Generally, established clients in this market have a ticket of around $12k-$22k per visit.
Our appointment lasted over an hour, and the boutique has the second highest inventory selection globally, so it is considered a flagship and is resourced accordingly.
I won’t be sharing the 22-metric score or the full detailed findings - only a small sample of a few interesting themes.
The Good:
The sales associates provided a warm greeting - diffusing the intimidating environment and setting a gracious and inviting tone for our appointment.
The product knowledge was impeccable. Given the scope of the inventory, the detailed knowledge of every element was impressive. The guidance during the appointment exceeded expectations. Extra products were showcased that anticipated other items we might need during fittings and in general.
Our sale associate was perfectly attired - showcasing the product offerings with exemplary attention to every detail of grooming and product presentation. He provided an aspirational and inspirational model of how to wear these beautiful pieces.
The Inadequate:
Little to no use of our names during the appointment. This is huge and endemic miss we see everywhere, all the time. (Insert rant): I hear from leaders that this is “mandatory” and “everyone does it consistently”. I NEVER see this happening in reality, at any price point. I guarantee that those of you reading this thinking “my team does that so well” - they don’t. I’ll come to mystery shop you on an average Tuesday one of these days.
No brand storytelling. This is a brand with a lot of stories to tell could have made this appointment really engaging, interesting, and deepened our connection. The appointment was efficient but lacked any personality.
No client storytelling. There was no use of important details we provided about ourselves. These were politely acknowledged, but with almost zero interest and no activation.
The beverage presentation was poor (remember the price point and the duration of appointment). The glassware, tray, napkins, were bland and uninspired. I asked about the brand of champagne and was told “whatever corporate sends us”. My glass was never refilled. My colleague fared no better.
They brought the wrong sizes multiple times - and made a joke of it each time.
Our departure was uneventful and felt lackluster - like they were all disappointed.
There was no immediate follow-up or the clienteling we expected.
There were no memorable moments of any kind that made us feel especially valued, and the extreme focus on product felt like a thinly veiled sales push.
I share this commentary because this is a commonplace sample of what we see all the time in “luxury” and “ultra-luxury” environments across industries - from hospitality to concierge medical, aviation, retail, and others. Leaders tell us they are “exceptional” - and then there is a huge reality gap. This is one appointment, but multiply this across all appointments, and then think about the mediocre brand reputation they create!
My final word - none of the inadequate experiences would have cost anything, they were all poor personal choices by the team and reflect directly on the discipline, coaching, leadership, and standards of the brand. Choices. Make. The. Difference.