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Anton case study

A case study that shows how innovation can take high-end retailing to the next level.

Luxury jeweller Anton was founded in 1989 as a small, family-run business and has built an impressive reputation with its personalised customer experience, celebrity in-store events and a digital marketing strategy that stretches across the generations.

The company’s innovative approach to high-end retailing has paid off and it has been through a major growth phase, doubling turnover in just a few years and opening a second boutique in Melbourne.

In-store events

General Manager Sesil Arzadian says many of Anton’s clients are affluent older buyers, but the company has used Facebook and Instagram to bring in a smaller segment of younger shoppers willing to spend on luxury.

Anton also holds regular in-store events to encourage customers, some hosted by celebrities to attract a younger demographic, others targeted to a more mature clientele. Ranging from small brunches to an annual sit-down dinner for their top 100 customers, they also include occasions like whisky tastings.

The team has strived to create an intimate and welcoming customer experience.

“We sit with them on a couch so you’re more like a trusted friend or acquaintance than a sales consultant,” says Sesil.

Quality product

“It’s up to our team to recognise what the client would like. Some are in a hurry so they have to know exactly what is available within their price range, but with others our team might take on a teaching role and help them understand the different diamonds.”

This special treatment often transforms a single sale into many, reinforcing Sesil's belief that customer experience is the key to good sales.

“Providing clients with a quality product with genuine value and an experience they can’t get anywhere else ... that’s the secret,” she says.

Things you should know: This article is intended to provide general information of an educational nature only. It does not have regard to the financial situation or needs of any reader and must not be relied upon as financial product advice. CommBank Retail Insights is an exclusive, wide-ranging analysis of the Australian retail sector. This edition is based on two surveys carried out by ACA Research on behalf of the Commonwealth Bank: The information in this report is based on a survey of 506 decision-makers from small, medium and large retailers across Australia, with turnover ranging from less than $1 million to over $500 million, and from a survey of 1,531 consumers in July 2017, carried out by ACA Research on behalf of the Commonwealth Bank. Any opinions, views of contributors, conclusions or recommendations are reasonably held or made, based on the information available at the time of this report’s compilation, but no representation or warranty, either expressed or implied, is made or provided as to the accuracy, reliability or completeness of any statement made in this report. All analysis and views of future market conditions are solely those of the CommBank. Commonwealth Bank of Australia ABN 48 123 123 124 AFSL and Australian credit licence 234945.