North Star

Ep52: The moment luxury brands lose their customers (it's not the product)

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"Trust is by far the biggest driver of the emotional decision that luxury consumers are making."

Join Mazhar Butt, Group Director of Guest Experience Development at The Bicester Collection, in conversation with Oliver King, Managing Partner at Engine. They explore why service, not craftsmanship, is where luxury experiences quietly lose customers' trust, why after-sales and recovery moments matter more than most brands think, and whether technology is making luxury feel more personal or less.

 

Download the Luxury Retail Trust Gap Report: 

Connect with Mazhar on LinkedIn

Connect with Olly on LinkedIn.

Chapters: 

  • 02:10 - Emotional drivers in luxury purchases

  • 03:57 - The role of trust in customer loyalty

  • 06:31 - Service vs product quality complaints

  • 08:15 - Challenges of scaling in luxury retail 

  • 13:23 - Sustainability and evolving customer expectations 

  • 15:10 - Designing trust into customer experiences 

  • 19:12 - Trust as a competitive advantage

  • 24:30 - Aligning digital and physical brand experiences 

  • 30:40 - Advice for luxury brand CEOs

  • 33:59 - Importance of data and analytics 

 
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