How Dior Wins Customers with OJ

I walked into Dior's store in Brisbane city, and it blew me away.

Here's what my experience can teach about marketing, customer experience, and mindset:

I was greeted at the door by a kind lady dressed in a Dior suit. Let's call her Nicky.

"My name's Nicky. What brings you to our Dior store today?"

"Only to have a look. I won't be buying anything. Is that alright?" I said.

"Absolutely! Would you like a juice or a water?" Nicky responded with confidence.

"A juice would be great!".

Moments later, Nicky emerged from behind a curtain with an ice-cold orange juice presented on a small bamboo tray with a serviette.

I felt valued.

I felt like a customer.

And there was nothing unintentional about it.

Here's the thing:

Dior had no concern about my business.

In fact, I told them up front that I wasn't going to buy anything.

However, that didn't limit their service.

And here's why:

They are playing the long game.

And as with any community building, one must play the long game.

Dior understands that although they'll lose a sale today,

They'll gain a customer for tomorrow.

In other words, they aren't targeting one-time buyers. They are targeting the loyal customers.

And all it cost them was a $4 juice and a smile.

Truly,

Elijah

P.S. There is more to this story! More on Dior tomorrow :)