Cartier

Stephane Rad & Antoine Vaugier

CUSTOMER EXPERIENCE

The beginning of Cartier✤ French luxury brand specialized in

jewellery & horology

✤ Founded in Paris in 1847 by Louis-Francois Cartier

✤ 1853: first shop in Palais Royal district

✤ In 1899, Cartier established his head office at 13 rue de la Paix

✤ Take part of the Richemont group since 1993

Stephane Rad

The King Jewellers

✤ 1856: First Cartier purchase by the princess Mathilde

✤ 1899: Cartier neoclassical diamond jewel

✤ XXth century: International dimension of the brand

✤ Opening shops in London (1902) & New York (1909)

✤ Cartier psychology

✤ 1904: first official supplierStephane Rad

The Creation of the horology✤ 1888: first woman wristwatch

✤ 1904: The Santos watch made by Louis Cartier

✤ Success with other emblematic Cartier watches

✤ Louis Cartier, Edmond Jaeger & Maurice Couët created the mysterious clocks in 1911

Stephane Rad

The panther of Cartier

✤ 1914: First apparition of the panther on a Cartier watch

✤ In 1933, Jeanne Toussaint is nominated Director of the High Jewellery Cartier

✤ The duchess of Windsor bought two “brooches panther” in in 1948-49

✤ 2003: Panther collectionStephane Rad

A prestigious house

✤ 1953: ”Diamonds are girl’s best friends” – Marilyn Monroe

✤ 1956: the wedding ring by Cartier for Grace

✤ 1969: the famous diamond Burton-Taylor

✤ 1970: creation of the Love Bracelet

✤ 1974: Cartier collection for The Great Gatsby

Stephane Rad

Stephane Rad

Consumer Experience

✤ Cartier was ranked as the 6th brand in Consumer Experience by the HCG (Human Consulting Group) ranking in 2014 for luxury brands

✤ And 37th for the whole entreprise ranking with a grade of 15/20

Antoine Vaugier

Characteristics of their strategy✤ High standard consumer base:

✤ high level of personalization in their services

✤ No mass fidelization

✤ Very exclusive distribution with only a few selected place for their shops

✤ My cartier: Exclusive content and avant-première

✤ Emagazine: Rouge Cartier only distributed to their consumer base

Antoine Vaugier

Watches personalization

✤ « The more high-end watches are, the more they sell » Cyrille Vigneron

personnalisation through special order:

✤ meeting with Cartier’s artisan

✤ create your own model or modify an existing model

✤ decorator and watchmaker: the model as then to be certify

Antoine Vaugier

After sale service

✤ Very quick phone standard

✤ A lot of explanation on their website by product category

✤ Interactif Chat

✤ User Guide and Cartier Guide

Antoine Vaugier

Bridal App

✤ Application to help you choose either your weeding ring or engagement ring

✤ Possibility to choose between the collection or a personnal creation

✤ Localisation of the nearest shop

Antoine Vaugier

Antoine Vaugier