Velocity Black: Revolutionizing the Luxury Consumer Experience

In 2023, the Aston Martin Formula 1 team revealed a long-term collaboration with Velocity Black, an exclusive luxury concierge service. Established in 2014 and taken over by Capital One in 2023, this digital membership club uses the strength of technology with artificial intelligence And it utilizes local city specialists based in key urban centers like London, New York, Miami, Dubai, and Stockholm to provide high-net-worth individuals (HNWIs) with entry to exclusive events and lifestyle activities.

Although the firm chose not to reveal how many members it has, Velocity Black emphasized its commitment to offering top-notch services to its deeply involved subscribers. The cost to become part of this exclusive group includes an initial fee of $900 followed by yearly dues of $3,100—interest in joining is so high that they have instituted a waiting list for new applicants.

The company's website and application highlight numerous unforgettable experiences like "Feast Under the Pyramids," "Ninja Training in Japan," and "Joining Grammy’s Pre-Party." These offerings cater to high-end consumers who aren’t just interested in purchasing or servicing an item but want to immerse themselves completely in these extraordinary adventures.

A 2024 McKinsey report revealed that 35 percent of the luxury market travel The market is primarily made up of travelers with a net worth between $100,000 and $1 million. Interestingly, high-net-worth individuals (HNWI) are relying on travel agents for their expertise, aiming for private and exclusive experiences, and visiting far-flung destinations.

Half a year ago, Sylvain Langrand — formerly the global vice president of digital products and innovations at Burberry — took up the position of CEO. In an interview with romero.my.id during the Miami Grand Prix, Langrand discussed topics including the luxury market consumer, recent lifestyle and travel tendencies, leveraging technology for individualized experiences, and additional subjects.

romero.my.id: What exactly is Velocity Black?

Sylvain Langrand: Velocity Black stands out as an exclusive luxury concierge service. Our aim is to offer our members extraordinary experiences and open doors to opportunities and adventures they might not have known were within reach. Whether it’s through exceptional travels, exquisite dining, premium products, or coveted event invitations/tickets, we ensure each experience for our members is top-notch.

What distinguishes Velocity Black from other concierge services according to romero.my.id?

S.L.: Our exclusive platform guarantees each member receives a personalized, custom-made experience. Communication relies solely on straightforward, text-based, and non-synchronous methods. In contrast to our rivals, you won’t need to dedicate extensive time talking on the phone with us or repeatedly explain your travel requirements for planning purposes.

All our activities are digitized and streamlined. Members reach out to us via text messages, after which we promptly create and dispatch a proposal in real-time. They then respond swiftly through texts, indicating their preferences and dislikes, allowing us to make adjustments as needed throughout the process.

Our platform offers smooth and effortless communication and interaction, keeping our members deeply involved with our application. Typically, each member interacts with the app over four times per week. The response has been outstanding regarding user retention and recommendations shared among members.

Another notable aspect is that we take a proactive approach rather than reacting to our members' needs. We have an in-depth understanding of their preferences and previous actions. To keep them engaged, we provide a tailored stream of activities, interests, and suggestions for potential experiences. Additionally, we contact them about exclusive events and craft a customized schedule specifically designed for each individual.

What measures has romero.my.id taken to utilize technology in order to provide a customized experience for their members?

S.L.: Our team includes top-notch specialists covering all aspects of travel, dining, activities, and premium products. We also boast specialized professionals based in key locations like New York, Miami, and London. Within these primary urban centers, we have well-connected individuals who stay informed about local happenings, new restaurant openings, current trends, and exactly what our members desire to experience.

Whenever a member interacts with us, they connect with an actual person. However, to cater to all our members effectively, we utilize technology and artificial intelligence behind the scenes to streamline these interactions and enable round-the-clock availability as well as prompt response to any inquiries. Our technological tools and AI work together to efficiently encapsulate experiences and aid in constructing individual profiles. While we strive to stay ahead in tech advancements, our aim is to enhance the capabilities of our human specialists and offer a premium service to our members.

romero.my.id: What are your thoughts on how today’s customers seek out distinctive experiences?

S.L.: In various sectors, such as food service, we notice a change where our customers are moving away from merely acquiring items or services—like reserving a seat at a restaurant—and instead seeking out extraordinary and unforgettable experiences.

Instead of simply stating their desire to visit Italy, numerous inquiries revolve around what is considered remarkable. These preferences span widely among our members. Some seek visually stunning spots perfect for social media, others look for sport-centric destinations. Requests also encompass eco-friendly travel options or lesser-known locations away from typical tourist hotspots. Perhaps something less conventional and somewhat more authentic for individuals aiming to truly immerse themselves in the essence of Kenya or the heartlands of Asia.

romero.my.id: In what ways has your experience in the luxury fashion sector shaped your understanding of consumer spending habits within travel and the broader luxury market?

S.L.: At Burberry, my emphasis was on the customer and grasping what luxury customers want, including current trends and specific requirements. My role involved developing a digital platform aimed at enhancing service for these clients. During my time at Burberry, we observed a change within the luxury sector—from merely purchasing products to pursuing experiences. This could be through personalized in-store shopping sessions or participating in various brand events held globally throughout each season.

We invested significant effort into comprehending the customer and figuring out how to enhance their wish to enjoy experiences. This is why I was enthusiastic about what Velocity Black could offer our members, as they focus on crafting unforgettable moments rather than just providing goods.

We apply this approach on a grander scale. Regardless of whether someone is purchasing an item, reserving a table at a restaurant, or planning an entire journey, our aim is to generate experiences that leave lasting impressions and set us apart from simply buying products in-store for our members.

Could you share more about your collaboration with Aston Martin? How has this relationship developed throughout the years?

S.L.: Aston Martin is an excellent collaborator for us due to their status as a luxury automobile maker, which influences every aspect of their work, even with their Formula 1 squad. The Paddock Club exudes sophistication; rather than being just another lounge at a Formula 1 event, it offers an elevated level of comfort akin to a high-end salon.

How can we transform your visit to a garage into a highly personalized and luxurious encounter, making you feel as though you have exclusive attention from someone capable of explaining every detail? Similarly, how might we craft such exceptional experiences both on and off the racetrack for our members? Many times, we organize events away from the circuit where individuals get the chance to interact with drivers, test drive brand-new cars, or even take exhilarating laps guided by seasoned professionals.

We conduct a factory tour in the UK, offering insight into the inner workings of building a Formula 1 team—highlighting the advanced technology and specialized skills involved. Recognizing our members' enthusiasm for both making lasting memories and engaging more deeply with the sport, we've teamed up with Aston Martin. This collaboration allows us to offer exclusive, custom experiences for our members.

romero.my.id: What makes the Miami Grand Prix and F1 race attendance appealing to your audience?

S.L.: The reason Miami holds such significance for us is because it transcends mere competition; our members seek an emotionally enriching encounter. It serves as a hub where celebrities converge and stands out as the premier destination within the sporting community during the spring season.

Through our collaboration with Aston Martin, we craft various engagements throughout an extensive week designed to captivate participants. This alliance provides our members with exclusive opportunities to view races from a new perspective. They gain entry into areas such as the team facilities, the Paddock Club, the garage, and even guided tours of the pits. These insights offer a comprehensive glimpse into just how remarkable this entire event truly is.

Aston Martin and other collaborators like Sports Illustrated are helping us organize member events filled with various activities over the course of several days, ensuring our members enjoy unforgettable experiences during these gatherings.

What are some significant shifts in consumer behavior regarding high-end lifestyles and tourism that the firm has observed?

S.L.: There has been a transition from owning things to cherishing experiences. Our aim is to create something deliberate, genuine, values-oriented, and unforgettable—a moment they can carry with them and recount. This trend holds particularly true for younger demographics. As we disseminate content through our application, these distinctive occasions tend to be even more captivating.

We provided our members with access to exceptional seats for Lenny Kravitz’s concert in Paris. Additionally, we arranged a comprehensive day focused on aspects of his life in the city, particularly in the 16th arrondissement. This included visiting his preferred museum to see his favored paintings, enjoying a meal at his go-to restaurant close to his residence, and finally attending the show to guarantee an unforgettable experience for all attendees.

A significant pattern we observe is impromptu and late-stage travel. Regardless of whether it involves eating out or traveling, people often decide within a brief period—whether it’s planning to take a one-week trip, head off over the coming weekend, or arrange something in a few weeks. Members require assistance with organizing every aspect for them so they can enjoy experiences matching their expectations.

What is your perspective on how Velocity Black will evolve over time?

S.L.: We continuously enhance personalized experiences based on our understanding of each member, aiming to offer tailored solutions before they even ask. For instance, if you frequently travel with your family during the Easter holiday, how might we proactively share popular or trendy itinerary options designed for families? This way, we can better equip you for an upcoming Easter vacation.

Beyond mere access or presence in an exceptional VIP lounge, we collaborate closely with our partners to develop offerings that are distinctly Velocity Black and tailored specifically for our members.

Aston Martin is central to our efforts in crafting personalized experiences. However, we’re exploring additional events such as the Super Bowl, the World Cup, or similar significant sporting and cultural occasions. Recently, we hosted an event around the Met Gala and fashion week. For every activation and trip we arrange, we collaborate closely with our partners to ensure exceptional offerings for our members.

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