Yoox Net-a-Porter ramps up personal shopper service

Online luxury fashion retail group Yoox Net-a-Porter (YNAP) has revealed plans to expand its personal shopping and client relations team.

More than 100 new staff will be hired within the business’s luxury division to serve Net-a-Porter and Mr Porter’s most loyal customers, referred to by YNAP as EIPs (extremely important people). The retailer said it represents the single largest client relations recruitment drive in the company’s 19-year history.

The announcement and commitment to increasing personalised customer service, which entails styling advice, exclusive experiences and offers for top-spending shoppers, comes after the group launched a new service for its EIPs in January. The new 'Style Trial' initiative enables loyal shoppers to order up to 30 items to try on at home with no commitment to purchase, facilitated by a personal shopping assistant.

Supporting the division's latest expansion are new personal shopping and client relations hubs in San Francisco and Dallas, where YNAP has identified a burgeoning customer base and increasing levels of demand for an enhanced service. The personal shopping offering will also be strengthened across the west coast of the US.

YNAP said its client relations team is supported by the customer insight the group has harnessed over nearly two decades of operations, with artificial intelligence and data management techniques used to support the personalised shopping process.

Alison Loehnis, president of YNAP’s luxury division, said: “We know our EIPs return to us not only for our fabulous curation of products but also the superior service.

“Our personal shopping team – a group of highly passionate and experienced individuals – is at the heart of this offering, going the extra mile for customers, day in, day out, online and in person.”

She added that the role of personal shopper has “evolved hugely” over recent years, saying the team can “solve wardrobe dilemmas before they even arise” thanks to how well staff get to know their EIPs.

Loehnis said: “We’re therefore delighted to be expanding the team in terms of scale as well as introducing new locations, to give even more of our most engaged and loyal customers around the world access to this fantastic market-leading service.”