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In a world where the volume of new watches sold each year cannot be anything near the fantasy projections created by unscrupulous managers a decade ago, luxury makers are keen to collect as much profit as possible per sale, as well as per customer over the lifetime of their relationship with that customer If watch brands are going to ever hope to do a better job selling products directly to consumers than retailers who specialize in doing so, they will need to offer consumers far more than just promotions in their inboxes The scheme is simple: Jaeger-LeCoultre is now offering an eight-year warranty on its clocks and watches, provided that customers register their watches with the "Jaeger-LeCoultre Care Program" online.
By dangling the promise of a rather long and enticing warranty, Jaeger-LeCoultre hopes to convince new and existing customers to spend a bit more time creating an online profile complete with a list of their purchases from the brand Even if the brand, or brands like it, manage to capture more customer data via an opt-in warranty extension program, what will the brand then do with that data? Traditionally those customers relationships have just been used for sending marketing e-mails and similar materials in the mail " As far as they are concerned, they want existing and new customers to register their new watches in order to enjoy the promise of what a long eight-year warranty can do for them.
Jaeger-LeCoultre boasts about their new online interface's ability to allow customers to see a list of all the brand's products they own as well as to receive "Personalized services." No doubt Jaeger-LeCoultre would like nothing more than for customers to reach out to them directly with any future sales or service needs. . More
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