Chaumet proves Paris is for lovers with travel app for two

Image courtesy of Chaumet

French jeweler Chaumet is leveraging its local knowledge in a Parisian travel guide featuring excursions curated with couples in mind.

The brand’s You Me Paris application uncovers “hidden gems” in the City of Lights that are best seen with a romantic partner, laying out ideas of eateries, hotels and walking itineraries. A key moment in Chaumet’s early history centers on a marriage, making this mobile guide an opportunity to further position the jeweler as the choice for those in love.

“Having ties in Paris that date back to the 1780s during the French revolution, Chaumet is most likely looking to capitalize on the city’s rich tradition of tourism, specifically romantic tourism,” said Maggie Adhami-Boynton, vice president of operations and client services at Plastic Mobile, Toronto. “As a quintessential destination for lovers, the City of Love is constantly flocked with partners looking to experience all the romantic excursions that Paris has to offer.

“By providing users with a uniquely curated guide to the city, Chaumet is hoping to subconsciously integrate itself into the positive memories associated with the trip,” she said. “Targeting the app to couples is an obvious choice, since it is very on-brand, as it positions its catalogue of jewelry as timeless gifts.”

Ms. Adhami-Boynton is not affiliated with Chaumet, but agreed to comment as an industry expert. Chaumet was reached for comment.

In the know
Within the app, users can browse through a series of experiences that are “just for two.” For instance, featured is L’hôtel’s underground swimming pool, which a couple can book for an hour to make it their own private oasis. The movie theater MK2 Bibliothèque features loveseats that accommodate two.

Chaumet also details hotels, cultural destinations, shopping ideas, restaurants and bars. A feature section shows activities that are in-season.

Screenshot of Chaumet’s You Me Paris app

For those looking to take a Parisian stroll, Chaumet has laid out itineraries that cater to different moods and needs. For rainy days, the brand suggests a trip to the covered Les passages parisiens followed by a stop at umbrella shop Pep’s and a visit to Le Musée de la Vie Romantique.

Other itineraries are for those visiting Paris a second time or those wishing to follow in the footsteps of Empress Joséphine, a Chaumet muse to this day.

Screenshot of Chaumet’s You Me Paris app

Each spot highlighted includes links to the place’s Web site and phone number, as well as the nearest subway stop. Additionally, users can tap a map to pull up the address on Google Maps, allowing for easy navigation.

Adding utility to this guide, Chaumet’s app works offline.

Available in French and English, Chaumet’s app can be downloaded for free for iOS.

“With such a hyper-targeted user base—couples traveling to Paris for the first time, in the near future, who are also aware of/can afford the brand—the app may have spread its net a little too thin,” Ms. Adhami-Boynton said.

“It does have some truly great recommendations, but it seems like something that will be used before the trip while researching, rather than during the trip, which would have given it the longest lasting impression,” she said. “As well, there are also a plethora of similar travel apps that offer a greater variety of features.

“Without discounts or rewards for taking the apps suggestions, on links to purchase, it seems like the lifespan after downloading will be limited.”

Hot spots
In its early years, Chaumet found notoriety after the house was commissioned to create pieces for Napoleon’s marriage to Joséphine and then to Marie-Louise of Habsburg-Lorraine.

Recently, the LVMH-owned house took its role as the “jeweler of feelings” to the next level with the opening of a dedicated bridal boutique.

For more than 200 years, Chaumet has created tiaras and bridal sets as well as engagement rings and wedding bands for is clients, who range from royalty to affluent consumers. The jeweler’s association with bridal baubles has included pop-ups, book publishing and mobile applications to assist in finding the perfect Chaumet piece for an engagement (see story).

Luxury houses often look to be extend their influence beyond merchandise, creating a broader experience through shared tips.

French leather goods maker Louis Vuitton recently complementing its print travel series with a mobile version for on-the-go travelers.

Available for Apple devices only as of press time, the Louis Vuitton City Guide mobile application takes the content available in the printed version and digitizes it for a better consumer experience while traveling. As with the books, the Louis Vuitton City Guide app covers 25 international cities and includes 12,000 addresses offering recommendations and highlights of a given locale (see story).

“Chaumet is wishing to accomplish one of two things with the app, both leading to the purchase of their pieces,” Ms. Adhami Boynton said. “Firstly, they are creating awareness for themselves and forming a bond with wealthy vacationing consumers, which is usually where individuals are more loose with their budgeting.

“What’s the perfect gift to remember a romantic getaway to Paris forever?” she said. “Chaumet hopes that they are the answer.

“Secondly, they are creating a direct link between the brand and the trip, hoping to stay top of mind every time the couple looks back fondly on their time spent in Paris. So the next time one of them is looking for a piece of jewelry and they see the name Chaumet, there will be an increased affinity and purchase intent for the brand.”

from Jewelry – Luxury Daily https://www.luxurydaily.com/chaumet-proves-paris-is-for-lovers-with-travel-app-for-two/
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