Burberry is organizing birthday parties, private dinners and art-gallery visits for high-spending shoppers.
Yes, you heard that right! The luxury brand is extending concierge and personal services to customers who truly live by the adage: money is not a problem.
According to a report in Wall Street Journal, the British luxury label is expanding its army of so-called private client associates who develop personal relationships with elite customers to keep them coming back to its stores and spending more.
The report further says: Internal figures show that customers who receive personalised services are 20 per cent more likely to shop the brand again and spend 35 per cent more on average.
Therefore, brands are pouring more money into training store staff and even revamping their duties.