Secoo Launched A Butler Service That Customizes Offerings Both On And Offline

Secoo Launched A Butler Service That Customizes Offerings Both On And Offline

The online retailer is expanding its services to give high-end consumers personalized travel, luxury and restaurant experiences, extending its offerings outside of the store and providing individualized attention

Sierra Holt
  • 13 june 2018

Asia’s largest high-end lifestyle retailer Secoo has released the first-ever butler service for an online luxury platform. The new program is called “39 Degree Service,” and it is available both online and offline for shoppers.

Included are concierge-like services that range from private shopping and  luxury living to exclusive products and buyer benefits. All butlers affiliated with Secoo are experienced with the brand and the products it sells. “A butler is not just one person—you can consider the butler a complete service system with experts and key opinion leaders,” says CEO of Secoo, Li Rixue. “Butlers will transform all resources into premium services and products, offering the optimal experience and achieving the goal—devotion to you.”

While this venture into personalizing the customer’s experience is a new concept for the Chinese luxury market, it fits into retail trends surrounding brands moving to provide greater engagement and individualized attention to customers, both in brick-and-mortar locations as well as virtually.


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