Create scarcity-led value through editioning of product, care, and services instead of blanket discounts.

Invite-only early access for loyal customers and past purchasers - general access for new customers opens later - This is a great way to provide loyal customers a reward for their loyalty in this critical period without necessarily discounting. Loyal customers can get access to a new product drop first before general access is opened. Of course, discounting can also be incorporated into this strategy,

Examples we love:

Krewe Eyewear - Black & Black client-alumni KREWE runs a smart Annual Private Early Access Event: loyal VIPs and past purchasers get first access on-site, while the event opens to everyone else a few days into the week. New shoppers can unlock the event by sharing their email—an elegant way to drive list growth. The staggered access creates desire among new customers and deepens affinity with loyal ones by giving them something the public doesn’t get.

Oribe’s annual “Obsession Week” is a branded once-a-year event—typically a limited-time sitewide offer with light exclusions. Oribe does a great job in keeping the tone premium and editorial (no sales gimmicks), using the moment to spotlight care-led routines and giftable sets. Occasionally, media partners get early access codes, but the core experience is open to everyone—maintaining scale but all the while preserving a luxury feel of the brand. Note: See our Oribe Case Study, Visit Oribe.com.

Editioned bundles without strike-through pricing, with built-in value such as complimentary gift wrap, care kits, or travel-size items

EXAMPLES WE LOVE

Aesop seasonal gift kits: Limited-release, pre-curated sets presented as editions; Aesop also highlights complimentary gift wrapping and samples—value is added through packaging and service, not markdowns. Aesop does a great job at storytelling quality of service not discounts.

Jo Malone London: Personalization features (engraving/monogramming) are offered as a refinement to gifts — a value add service rather than a discount.

Time-boxed capsules with limited colors or runs, or short made-to-order windows

EXAMPLES WE LIKE

Parisian brand Sezane does limited edition collaborations that are only available for a short period of time. Creating desire and compelling customers to act fast.

Care or service credit in place of deeper markdowns (for example: future refresh, alterations, refills, engraving)

EXAMPLES THAT WE LOVE

Patagonia — Worn Wear repairs (service over discount): Patagonia runs along-standing repair program (in-store, mail-in, and on-the-road repair events) to keep products in use, reinforcing care and longevity rather than cutting prices.

Le Labo — The Fragrance refill program (~20% off refills): By offering the refills rather than blanket discounts, Le Labo drives repeat purchase via a formal refill program (online in some markets and in select labs).

Premium brands can drive loyalty, confidence and purchase by removing anxiety at every step with proactive, human support and elegant communication. High touch customer service screams quality and customers respond positively. Here are some ways to elevate the customer experience..

1. Personal Guidance (concierge level service)

• Offer fifteen-minute styling or product-usage consultations (virtual or in-store).
• Add an “Ask a Stylist/Expert” link on product pages, cart, and order confirmation and connect the customer to a real product specialist. 
• Enable appointment scheduling with personal shopping consultants with time slots and a brief pre-questionnaire (fit, routine, occasion, budget).
  
  

Example: NET-A-PORTER and MR PORTER demonstrate the positive impact of personal shopping and one‑to‑one style advice for high-intent clients with their EIP (Extremely Important Person) program.

2. Elegant, Human Communication

• Send plain-text notes from a named customer service team member to loyal customers with a private link to a curated collection.
• Keep campaign emails short, editorial, and brand-toned—no gimmicks or loud promotional language.

Use real reply-to addresses (never “no‑reply”) and route responses to a real customer service rep.

3. Transparent Order Experience

• Show clear delivery dates at checkout and on the order-status page with a simple progress timeline (received → packed → with courier → out for delivery).
• Offer delivery choices (standard, expedited, scheduled) with accurate dates rather than vague ranges.

Surface gifting options (message, premium wrap, discreet packaging) in the cart and on product pages.

Examples that we love

Jo Malone does an amazing job of messaging the added value of their gorgeous complimentary gift packaging with excellent editorial photography. The packaging creates additional purchase desire and simultaneously builds premium brand equity.

4. White-Glove Fulfillment

• Include complimentary value-adds that signal care (wrap, travel-size companion, care kit, garment brush, polishing cloth—adapt by category).
• For high-value orders, consider signature on delivery or concierge handoff where available.
• Enclose a thank-you card from the studio, signed by the specialist or craft lead.

5. Proactive Issue Recovery (make problems premium)

• If an estimated delivery date slips, notify the customer proactively, provide a new date, and upgrade shipping automatically.
• Add a small care or bonus kit as a gesture (free refill, mini, cloth, brush, conditioner—by category).
• Empower support to resolve in one touch with lower thresholds for refunds, replacements, and store credit.

6. Post-Purchase Care (extend the relationship)

• Send a use/care guide tailored to the item (fit break‑in, maintenance, storage, refill cadence).
• Offer a follow‑up consultation for fit, styling, routine coaching, or product setup.
• Invite customers to a “refresh check” after the peak period (complimentary maintenance, alteration credit, refill reminder, or engraving/monogram service).

7. Loyalty Moments Without Discounts

• Recognize returning customers with early access to limited editions or edition certificates (digital or physical).
• Offer service credits (first alteration, engraving, refill, repair) instead of deeper markdowns. See previously mentioned NET-A-PORTER EIP Program benefits.
• Response targets: under one minute on live chat during peak; under two hours for email.
• Tone: warm, concise, confident—never scripted.

Raise perceived value and confidence across any category.

• Use best-in-class tools to provide hyper transparency to the customer. For example - incredibly detailed sizing and fit charts, usage charts, or excellent “find your shade / fit / routine” helpers
  
• Edition markers such as numbered runs or digital certificates of authenticity
  
• Lifecycle storytelling that sets expectations for wear, patina, or performance of the product over time
  
• Smart bundles that pair a core item with an essential companion and a care, mini, or refill item—value without price cuts

Example that we love

Jo Malone’s AI Scent Advisor replicates an in-store consultation online—trained by brand experts to guide shoppers to the right fragrance families and specific colognes. It reduces guesswork and returns, builds confidence at full price, and captures first-party preference data for future curation—preserving pricing integrity while lifting conversion.

Drive demand through narrative, community, and earned authority—without eroding brand equity.

• A personal Founder’s note sent out to customers before the event. Focus on craftsmanship, quality, a limited studio run etc. Provides a personal touch that can help drive interest and sales without a discount code
  
• Influencer messaging centred on styling, usage of the product,quality and longevity rather than “deals”
  
• Press and cultural moments surfaced subtly during the event window

Example we love: Molton Brown “Artists of Note”

Molton Brown builds demand with culture, not coupons. The “Artists of Note” campaign pairs portrait-style creatives with artful product still-lifes across outdoor and digital, positioning each scent as a piece of craft rather than a promotion. The narrative celebrates makers, materials, and process—earning press and social attention while keeping the tone premium and price intact.

Why it works

• Elevates craft and culture over discount language.
  
• Creates earned moments (press, community shareability) that drive traffic.
• Deepens brand affinity by aligning the product with creative practice and provenance.

Make speed, stability, and clarity invisible advantages that lift conversion. Button all this up and the experience will feel premium.

• Target page load times under two and a half seconds on the home page, collection pages, and product pages
  
• Use modern compressed image formats with responsive image sizes, and defer scripts that are not essential
  
• Respect reduced-motion settings; meet current accessibility guidelines for buttons, links, and forms
  
• Provide clear focus states and error summaries on all forms

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