Touch Viewpoints
When we think about buying jewelry, the first thought that comes to our mind is how memorable and emotional that experience was. Customers remember the experience because they have been touched by the brand across multiple channels and various points in time: website, email, phone or personal interaction in the boutique by so-called touchpoints, which as a result create a connection between the brand and the customer. In the brand touch point wheel, the sales event plays a crucial role; therefore, the direct customer-employee interaction has an important part in the client's experience in retail and service environment (Stein & Ramaseshan, 2016). The sales process is responsible for building and maintaining relationships with customers and creating customer value. The primary goal of the salesperson during this encounter is to guide the customer to the solution of his or her problem or goal, and the personal interaction is the chance for a sales person to physically and verbally connect with the customer …show more content…
The goal of this thesis is to evaluate and understand how and why storytelling is used in sales processes and prove if it acts as an effective way to sell and connect with the customer in the retail environment. There is substantial research done on the positive effect of stories in sales processes by Gilliam and Flaherty (2015), Woodside (2010), Gilliam and Zablah (2013) however no application indicated the use of storytelling for the luxury jewelry industry. The main idea of this paper is to understand why storytelling plays such an important role in our life and how it is used nowadays in luxury jewelry brands to connect with customers and as a result close the sale. Thus bringing us to the overarching research question which is “Are telling stories an effective way of connecting with luxury
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