Mobile Marketing in the Luxury Industry - Gabriela Marengo - ESCP Europe

1. L U X U R Y
M O B I L E M A R K E T I N G
GABRIELA, RAPHAEL, AUDREY, LUCA, ROXANA, ADRIANO & ANGELA

2. MULTI FACED
CONCEPT
Luxury definition is
dependent from:
context, generations,
nationalities
CRAFTSMANSHIP
& QUALITY
At the heart of the
luxury proposition
and give sense to the
premium pricing
TIMELESS
SPIRIT
Luxury transcends
trends. Sophistication
and taste hold weight
because of the
promise of longevity.
INNOVATION
AND DESIGN
The luxury sector invests
heavily in industrial property in
terms of creative inventions
but also in relation to design
and innovation.
W H AT I S L U X U R Y ?
KEY CONCEPTS

3. L U X U R Y I N D U S T R Y
OVERVIEW 2015
Source: EY Luxury and Cosmetics Financial Factbook 2015
http://www.ey.com/Publication/vwLUAssets/EY_Factbook_2015/$FILE/EY-Factbook-2015.PDF

4. INDUSTRY LEVEL
K E Y S U C C E S S FA C T O R S
The Chinese middle class is
evolving, with more higher-
income households likely to
fuel growth in the teens in
luxury demand. By 2020,
C h i n e s e c u s t o m e r s a re
expected to add up to 40% to
luxury growth.
CLEAR STRATEGY
FOR CHINESE
MARKET
Companies can no longer
focus on a single channel:
they have to define a
consistent strategy for all
distribution networks and
adapt their DNA specifically
for each channel, including
social media.
L u x u r y h o u s e s h a v e
lagged behind other
industries in developing
clear and concrete plans
for capitalizing on the
digital opportunity.
D i ff e re n c e s b e t w e e n
European prices and Non-
E u ro p e a n p r i c e s a re
strong. In a world where
most luxury clients are well
travelled, this pricing
strategy is no longer
efficient.
OMNICHANNEL
STRATEGY
ACCELERATE
DIGITAL
PRESENCE
GLOBAL
PRICING
STRATEGY

5. “MOBILE FIRST”
LEVERAGE MULTI-SCREEN
USAGE PATTERNS
FULL SPECTRUM OF
MOBILE TOOLS AND
APPLICATIONS:
Source: Mobile Marketing Association (2015) THE MOBILE MARKETING ROADMAP: How Mobile is Transforming
Marketing for Targeting Next Generation Consumers (http://www.mmaglobal.com/files/mmaglobal.com/file/
MobileMarketingRoadmap.pdf)
INTEGRATE YOUR MOBILE
CAMPAIGN INTO YOUR
TRADITIONAL CAMPAIGN
LEVERAGE EVERY
PHASE OF THE SALES
FUNNEL
TEST YOUR WAY TO
SUCCESS
K E Y S U C C E S S FA C T O R S
FOR A MOBILE MARKETING CAMPAING

6. EMOTIONS MOTIVATIONS INFLUENCE
Influence of mobile applications on
luxury brand identity has been quite
neglected by luxury brands, as their
brand image appeared to be degraded
and not reflective of luxury brand
identity
In order to have effective
advertising on mobile phones Park
et al. (2008) suggested three
categories that influence the
emotions in mobile marketing
advertising:
- Advertisement factors
- Environment factors
- Audience factors
K E Y S U C C E S S FA C T O R S
The main motivation for
luxury brands’ customers
using mobile applications
is finding information
about the brand and its
products
Source: Mahyari, P. (2013) Luxury Brand Identity: The Influence of Mobile Digital
Technology. School of Advertising, Marketing and Public Relations. Queensland
University of Technology
CONSUMER LEVEL

7. FUNCTIONAL FEATURES
✓ Easy to find and install
✓ High resolution
✓ Easy navigation through mobile
✓ Offers personalized experience
✓ Integrates interactive elements
✓ User-friendly
✓ Social media sharing features
✓ Loyalty programs
✓ Exclusive updates
✓ Customization based on
consumer preferences
BRANDING FEATURES
✓ Link to the brand’s signature colors
✓ Consistent colors, images and
messages
✓ Validates brand’s visual identity and
signature
✓ Creates emotional bond with brand
✓ Enhances and optimists the real
value of luxury products
EMOTIONAL SIMULATING FEATURES
✓ Simulates the mood
✓ Powerful first impression
✓ Captures attention
✓ Unique atmosphere
✓ Persuasive message(s)
✓ High impact mobile app experience
✓ Interactive, engaging, immersive,
creative, memorable
✓ The love factor
K E Y S U C C E S S FA C T O R S
FOR A MOBILE MARKETING CAMPAING
Source: Mahyari, P. (2013) Luxury Brand Identity: The Influence of Mobile Digital
Technology. School of Advertising, Marketing and Public Relations. Queensland
University of Technology

8. B E S T P R A C T I C E S
“INSPIRATOR" by BENTLEY
British automaker Bentley Motors is promoting its new Bentayga
SUV with a new mobile application responsive to consumer
emotion.
The “Inspirator” app shows a series of images ranging from
beaches, surfing and yachting to music and dancing to chinaware
and furniture to parties and discos in four separate chapters, using
facial and emotional recognition technology to capitalize on the
viewer’s preferences as it goes on, generating a custom Bentayga
for the viewer at the end.

9. INSPIRATOR by BENTLEY
The app analyses “subtle, muscular micro-shifts and
correlates them with complex emotional and cognitive
states,” measuring the viewer’s engagement with,
sentiment for, surprise at and aversion to each image.
Based on responses, the app then generates a car with
an appropriate interior, veneer, paint job, wheel and even
name.

10. B E S T P R A C T I C E S
Tiffany & Co. Engagement Ring Finder
.
App that allows you to find your perfect
engagement and wedding rings with the Tiffany
& Co. Engagement Ring Finder.
Users can browse diamond rings, view actual
carat weights, determine the ring size, etc.

11. B E S T P R A C T I C E S
Tiffany & Co. Engagement Ring Finder
.
Successful and powerful APP because
allows user to have:
Engaging app on social media
Personalization of the product
Interactive shopping experience
Emotional selling
20% increase in sales after the
launch of the app

12. INTERACTIVE SHOPPING EXPERIENCE
EASY TO USE
• Emotional branding
• Involve and surprise your
customers
• Tell a story, the story of
your brand
INSPIRES, EXCITES & INVOLVES
• Luxury is about superior
value, make sure you
deliver it through your app
• Superior technology to
e n h a n c e c u s t o m e r s ’
experience and to convert
the brand values
CUTTING EDGE TECHNOLOGY
R E C O M M E N D AT I O N S
FOR MOBILE APPS IN LUXURY SECTOR
• Tutorial when using
App for first time
• Scrolling menu –
well structured
• Many images to
illustrate selection
• Possibility to try the rings
through the App
• Possibility to call an
expert in jewelry
• Friends circle - to share
comments, pictures and
opinion with friends

13. 01 02 03
Do not limit people to only one choice
Give more customization to
the end of the process
R E C O M M E N D AT I O N S
FOR MOBILE APPS IN LUXURY SECTOR
“do guess but do not choose”
App only available for iOS users
through the Apple App Store
Only one car is available at the
m o m e n t , B e n t a y g a , t h e
automaker's new crossover
Give more of a choice
after the analysis process
Shorter design process
Enable the app for Android devices

14. T H A N K Y O U !