Re-defining a luxury retail experience for Cartier


Client: Cartier

The Challenge

DK&A were approached by Cartier UK to help maintain exceptional customer service in the transitional period between their Old Bond Street boutique and the opening of its partner boutique on New Bond Street. The aim was to minimise teething problems and to deliver a living toolkit that allowed colleagues to seamlessly support customers during the transition and beyond. This change management initiative needed to be carried out at speed amidst complex structural, physical and procedural changes.

The Approach

We conducted a series of research activities with boutique staff and customers in store, from stakeholder interviews and intercepts to journey mapping sessions and in-store observation. Our learnings then fed into a 1-day co-creation session to validate the existing ‘master’ service blueprint we had designed. This allowed us to gain colleague insights into a viable future version and refine it through scenario role play to help create an ideal client experience. The end result was a bespoke toolkit, consisting of a Service Blueprint and Triage Sheet for prioritising customer needs, for Cartier to use.

The Impact

Design Thinking embedded: Co-creation and Design Thinking techniques were embedded so that future customer journey mapping can be managed internally. The co-creation working sessions received an overall 97% positive satisfaction rating from delegates.

Bespoke Service Blueprint created: A toolkit is enabling Cartier to monitor customer satisfaction and adjust client journeys to deliver exceptional customer service and maintain employee satisfaction.

Customer Experience improved: Through the new toolkit and scenario role play, employees learned how to enhance that experience that they gave to customers in the Cartier store.

The training team were fantastic and extremely helpful. I was incredibly impressed with their research and knowledge.

Scott McCrossan, Sales Associate, Cartier.