LVMH — Luxury omniretail clienteling at couture scale
Luxury brands are built on loyalty. LVMH came to us with a problem: how can they better understand and serve high-value clients in an increasingly competitive, AI-driven landscape? This project focused on designing a smarter, more personal way for client advisors to deliver high-touch service with elegant, data-rich tools.
As part of the larger LVMH initiative, Dior became the use case for a new point-of-service platform integrated with Agentforce, a low-code AI platform offered by Salesforce that allows organizations to build and deploy autonomous AI agents.
DISCIPLINES
Clienteling UI/UX
Product Design
Experience Strategy
Conversational UX
TOOLS
Figma
CodePen
Salesforce
Framing
As with most Salesforce Innovation Center (SIC) engagements, we knew the final presentation would be shared with C-level stakeholders. While the only confirmed attendee was Franck Le Moal, LVMH’s Chief Information Officer, the potential audience included several Dior executives and additional C-levels.
After being introduced to the account team, we began researching the client, their business structure, and their end users. LVMH wanted to see how Salesforce’s AI capabilities, along with features from our recently acquired retail platform PredictSpring, could support their evolving service strategy.
Given the strong Dior presence on the attendee list, we chose to tailor the use case specifically to Dior’s business—similar to the way LVMH maisons tailor experiences to their own clients.
Research
We learned Dior’s VICs (Very Important Clients) are the cornerstone of the brand’s business. These clients expect not just personalization, but personability. To deliver on that expectation, client advisors need to know their client’s sizes, style preferences, purchase history—even meaningful life events—to show that every interaction is both thoughtful and deeply tailored.
Initial stakeholder interviews and field research revealed that currently advisors rely heavily on their memory and personal notes. And while they have a note and POS system and, those systems were outdated and not user-friendly.
"Nothing will ever replace human interaction. Technology exists to serve and elevate that experience.”
Antoine Arnault, CEO and Vice Chairman of Christian Dior
Design Solution
1. A luxury-grade POS system
Designed with client advisors and clients in mind, the POS centralized rich customer data while enabling seamless appointment tracking, personalized recommendations, and checkout in a single, Maison-worthy tool. The result was an elegant yet practical system that supported every stage of the clienteling experience.
2. Data + AI + CRM integration
Our work showcased how Salesforce CRM, Agentforce, and embedded analytics can power smarter clienteling across LVMH Maisons. Advisors could access real-time insights, customer preferences, purchase history, and performance metrics all within the customer profile. A Gemini-powered conversational AI assistant, connected to Dior’s catalogs, demonstrated how natural language support could help advisors prep for appointments and deliver personalized recommendations in the moment.
3. Service with storytelling
The design emphasized both polish and personalization, blending high-touch details like occasion reminders and curated lookbooks with functionality. The UI uses highquality product images and was crafted to be elegant enough to share directly with a client on-screen.
The Point of Sale system (selected screens)
The POS design was made to feel as elevated as the service itself, with refined UX that puts client relationships first.
The conversational AI provided real-time support—helping advisors stay prepared, responsive, and informed throughout the client interaction.
Customer Profile (Salesforce Contact page)
The customer profile page showcased Salesforce’s latest capabilities, including embedded Tableau charts, an Agentforce summary, and live agent activity.
A personalized follow-up email, sent to Franck, wrapped up the customer profile experience. It was built to display both desktop and mobile since we didn’t know which device he’d use to open it.
Results & Impact
The story took us through the full suite of Saleforce products LVMH already had inverstments in, and showcased some of our new and upcoming AI capabilities woven into a cohesive story. The POS prototype was the highlight though. It acted as a strategic proof of concept for future clienteling tools across LVMH maisons. It also contributed to increased investment in Salesforce’s POS capabilities, including the integration of PredictSpring.
The project showed that Salesforce could fit seamlessly into luxury retail environments without compromising brand integrity. By aligning technology with brand values and client expectations, it helped position service tools as a meaningful part of the brand experience.
