- How to enter a new market with the right team?
BackgroundA top-tier luxury house was eager to enter the competitive market of Greater China, with their new division of high-end cosmetics and fragrance. Everything from shop-floor staffing, training and coaching needed to be built from scratch. The luxury brand had rapid expansion plans for this division, but required a cohesive staff recruitment, training and retention plan quickly implemented to succeed.
Solution & ApproachAuCoeurDuLuxe was commissioned for an A to Z program that encompassed HR consulting, training and coaching. Understanding the importance of finding the right talent, ACDL developed and deployed a recruitment and selection framework that assessed sales capability, company fit and team culture. With a full-time ACDL team dedicated to this partnership, ACDL conducted ongoing training on a monthly basis and, by utilizing results from ACDL’s on-site reporting, training content and coaching was completely tailored to the brand’s evolving needs.
The ResultIn two years, the brand quadrupled its store network in Greater China, with ACDL delivering regular training, local market adaptation and on-counter coaching. The brand’s front-line staff continues to grow and gain from ACDL’s program, with staff retention significantly higher than market standards, thanks to employee fit with brand culture and continuous drive for improvement.
- How to enhance your new talent?
BackgroundA talent induction, training and assessment program was needed for a leading global luxury group, to cater to its high volumes of new recruits on a regular basis. With a strong philosophy of excellence, tradition and prestige, the luxury group required a trusted specialist that could provide each recruit with the industry skills and knowledge to become true brand ambassadors. The challenge lied in not only assessing each individual staff, but ensuring all talent met the luxury group's needs, before their deployment into their respective brands.
Solution & ApproachUnderstanding the luxury group's strive for excellence, ACDL developed training modules that encompassed all aspects of luxury - from luxury lifestyle and history, local market dynamics, through to selling and service skillsets. To guarantee accountability and adaptability to these programs, ACDL also designed and implemented a mystery shopping evaluation program that assessed each staff's performance in their respective boutiques. With each assessment, ACDL delivered detailed analysis and recommendation to ensure the ambassador's continuous learning and development.
The ResultFor four years, ACDL has partnered with this leading group to provide training development, training delivery and mystery shopping evaluation for over 400 new recruits, with the program's success leading to further expansion and deployment to other Asian markets. Based on our trusted partnership, our training modules, assessment frameworks and processes are continuously adapted and enhanced to fulfill our client's ongoing needs.
- How to deliver the best service at your point of sale?
BackgroundA leading skincare & cosmetics brand prides itself in being the top skincare expert with innovative products and unique consultations. The brand required shop-floor insights, across their APAC market, to evaluate their staff performance, assess their selling strategy effectiveness and obtain greater competitor intelligence to understand their consumer preferences and point of difference.
Solution & ApproachACDL designed a completely customized mystery shopping and competitor benchmark program that highlighted the brand's unique selling strategy and targeted their key concerns. Insights into best practices and analysis of under/outperforming regions were then promptly delivered through each level of the organization (counter, province, country and region level). To test new processes in the consumer's experience, ACDL also developed PILOT programs in key markets to evaluate its effectiveness and traction, before wider implementation across the region.
The ResultFor three years, ACDL has worked in partnership with this global brand on mystery shopping, competitor benchmarking and consumer research, dedicated to APAC region. Our results are used as a key metric for individual staff's KPI performance, with our recommendations incorporated into the brand's internal training and coaching, to improve consumer experience, point of sales and brand loyalty.
- How to assess your distributors’ performance?
BackgroundA leading group in Premium Spirits industry was interested in knowing their performance in selective stores and duty free airports in Asia Pacific. The group needed to build a comprehensive regional assessment program to evaluate the staff's ability to communicate and sell their products to different client groups.
Solution & ApproachUnderstanding the Wines and Spirits group's values and strategic key elements to assess, ACDL designed and conducted a customized Mystery Shopping Program in duty free airports & downtown locations in Asia Pacific Region. ACDL developed a PILOT program in 1 country to evaluate the survey's effectiveness before a wider successful implementation in 8 other countries. Based on hundreds of evaluation, ACDL delivered detailed analysis with recommendations to maintain excellent skills in service and selling in each store, country and at a regional level.
The ResultFor 2 years, ACDL has closely worked with this worldwide leading group to provide insightful analysis highlighting key strengths and areas of improvement in service and selling capabilities. To fulfill the client's needs and truly improve consumer experience, ACDL also developed e-learning modules on product knowledge to continuously upgrade selling techniques by keeping staff informed on story-telling and product specifications.
- How to allocate your investments more efficiently to operate more effectively?
BackgroundA worldwide skincare brand, known for its unique products, claims to give access to a timeless beauty. Looking for trainers highly specialized in skincare, the brand required specialists able to provide and manage their beauty advisors, capable to deliver the brand's training and ensure BA's coaching in-store. Training needs were identified, but the brand was facing a lack of headcount in Hong Kong and Mainland China, and was trying to find alternative solutions and outsource their trainers.
Solution & ApproachThe challenge lied in finding right talents specialized in Skincare who could become perfect brand ambassadors. In taking responsibility for HR consulting, training and coaching, ACDL tailored a staff selection process in line with the skincare brand's values and needs. By assessing talents' sales skills and company knowledge, ACDL selected ideal recruits that would be fully dedicated to this partnership and able to fulfill the expectations of the brand.
The ResultACDL elaborated a flexible and cost effective solution thanks to its expertise in the luxury industry and its knowledge of the skincare market due to a diversified client portfolio. ACDL internally manages trainers from their recruitment to their follow-up. The recruitment framework was deployed globally to perfectly answer the brand's evolving needs around the world. ACDL has now 4 trainers fully dedicated to this brand.
- How to create a unique selling ceremony?
BackgroundA luxury Watch and Jewelry brand, famous for combining unparalleled craftsmanship, technical process and innovation, identified the need to strengthen its sales techniques for a specific collection. Willing to collaborate with an external consulting agency, exposed to different brand strategies and experts in their market, the brand was willing to launch a specific program, aiming to elaborate a new training content and a unique selling ceremony in Hong Kong.
Solution & ApproachBy taking inspiration from the brand's culture and its competitive landscape, ACDL developed and conducted a qualitative study in brand's boutiques and competitors' stores. This survey included a Mystery Shopping Program to assess the current selling techniques combined with qualitative interviews led with high end Mystery shoppers. This evaluation pointed out the weaknesses and skills to address. From these conclusions, ACDL elaborated a complete selling ceremony dedicated to the specific brand's collection.
The ResultACDL proceeded to a train the trainer session with the training manager of the brand, who delivers this customized training to its sales advisors. Finally, within its tailored approach, ACDL's participated to transform the shopping experience into a unique moment.