Skip to main content

Posts

Showing posts from May 2, 2014

CUSTOMER SERVICE: Snobby staff boosts luxury retail sales

This research confirms something anyone in retail already knows: Snobby, rude sales people are better at selling luxury items.  Who'd a thunk?  But, really, it's reassuring when a scientifically vetted study confirms what we already know.

So it's true.  At least when it comes to luxury brands, the ruder the sales staff the better the sales. The study reveals that consumers who get the brush-off at a high-end retailer can become more willing to purchase and wear pricey togs.

Hire effete snobs in your high-end shop
"It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci," says one marketing professor. "Our research indicates they can end up having a similar effect to an 'in-group' in high school that others aspire to join."

For the study, participants imagined or had interactions with sales representatives -- rude or not. They then rated their feelings about associated brands and…