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Understanding and delighting users of luxury 

Van Cleef & Arpels

About the project

Deep insights into the luxury mindset

The pioneers of modern jewellery asked us to do a deep dive into what delights its discerning clients. Emakina’s brand experience specialists unearthed priceless jewels of insights, which helped them build a richer brand experience across their social media and website, and exceed customer expectations in store.

Client Van Cleef & Arpels
Agency Emakina.FR
Services User insights
Happy couple choosing juwelery

The challenge

Van Cleef & Arpels wanted to understand how and why its customers purchased, both online or in its boutiques. Emakina/Insights collaborated with Emakina.FR and its brand experience specialists to optimise relationships with users in France, China, Japan, the UAE and the United States.

Our solution

Emakina/Insights worked with experts in marketing and psychology to gather and analyse information about users and then make recommendations. A study included a sector study, benchmarking, analysis of best practices, mystery shopping, interviews with sales teams and clients.

Craftmanship with luxury jewelry

This work allowed us to identify 4 main user profiles: customers who visit boutiques to buy for themselves; clients who buy online, travellers who buy ‘souvenirs’ on vacations, and buyers to purchase gifts. All these users share high expectation regarding quality, design and uniqueness.

Two young women wearing jewels

We mapped user journeys in 4 steps from inspiration to engagement. All touchpoints, be they physical or digital, must add value and inspire the imagination.

The technology

The user insights fed the Emakina brand strategy team, who developed a full Brand Experience Platform (BXP) for Van Cleef & Arpels, based on the research results. The BXP is a unique methodology, built on the principle that “If you’re not an experience, you’re not a brand”. It’s composed of 4 elements: the experience contract, the expected XP, the projected XP and the lived XP. Together, they define the brand and its relationship with the customers.

The results

Our work has enabled the client’s HQ team to fully understand its users and exceed expectations. It has led social media recommendations, website optimisation and in-store experience inspiration.

On top of sharing the results with each studied market, we were invited to global seminars and conferences to spread the user-centricity mindset and the main learnings.