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“I have a credit card I can use,” Ionel says as we discuss shopping for clients. “I can go and buy anything you need [up to £350] and it’ll just be added to your invoice at the end.” As part of the new service, Wheely chauffeurs can pick up orders, queue at stores and even buy items on behalf of clients. Ionel works for luxury car service Wheely, which soft launched shopping features as part of its concierge service — where drivers can run errands for customers for a set period while they relax at home — two years ago. Now, taking it a step further, Wheely members in London, Dubai and Paris, who have taken more than 15 journeys in the past six months, can book a driver for a full or half day to go shopping or collect orders on their behalf. Wheely CEO Anton Chirkunov noticed clients were asking drivers to stop off so they could pick up shopping, even on single trips, and saw an opportunity. It’s a sign of the times: ultra-high-net-worth individuals increasingly value convenience and speed above the lure of a luxurious in-store shopping experience. There are already many top-tier clients with busy lives who “delegate” their purchases to personal shoppers, points out Federica Levato, senior partner at management consultancy Bain & Co.Officials While She Sleeps Independent Tried And Tested Destroy Or Rebuild Shirt
Wheely members in London, Dubai and Paris, who have taken more than 15 journeys in the past six months, can book a driver for a full or half day to go shopping or collect orders on their behalf But what does it mean for brands that have spent years refining their in-store experiences, improving customer service and elevating their online and offline clienteling, to connect with very important clients? If those bells and whistles in store are not reaching customers directly, it might be time for a rethink. As the luxury slowdown and the uncertainty of US tariffs continue, and the aspirational shopper pulls back spending, luxury brands are more focused than ever on the top-end consumer. High-spending customers continue to be the backbone of the personal luxury goods market, contributing nearly 40 to 45 per cent of its total value while representing only 2 per cent of its approximate consumer base, says Levato. “Throughout various economic cycles, these consumers consistently invest in rare, timeless and highly personalised luxury pieces.” Getting products to these consumers is therefore of utmost importance. High-end fashion sourcing company Pastor & Co has been using car services like Wheely or Addison Lee in London to deliver goods for a while, and sees the value in the chauffeurs now being able to shop and collect orders on a client’s behalf throughout the day. “Ultra-high-net-worth clients rarely have the time or desire to shop in-store, walking around large malls for hours or waiting in queues,” says co-founder Levi Pastor.
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