A Hong Kong jewellery group moves upmarket

The client

A jewellery group with a large network

A major Hong Kong jewellery group with a large store network in Greater China.

The challenge

The brand was moving upmarket and wanted an in-store experience to match, but the sales journey remained transactional and sales staff were not yet attuned to luxury codes. Mystery visits showed:

• an uneven welcome and needs discovery;
• few conversation topics to share with affluent clients;
• key moments, such as the try-on, the closing and the handover, without ceremony or shared emotion, which encouraged neither buying nor returning.

Our response

• Diagnosis: mystery visits and staff interviews, and role plays built from real situations.
• Two days of training: image and posture aligned with the brand identity; the codes of affluent clients and their worlds (art, fashion, jewellery, gastronomy, travel, hobbies), each world becoming a door to the sale; and an 8-step ritualised sales journey, from a personalised welcome to client follow-up.
• After the training: demonstration videos, self-assessment grids and digital materials, and AdB-AI. Each salesperson practised on their phone with virtual clients, and managers followed progress per salesperson and per store.

The result

Sales staff who better understand the essence of luxury, its codes and the brand’s direction, and who are able to sell better and at higher value, reinforced by AdB-AI. Revenue grew by 15%.