How Luxury Brands Are Redefining Experiences Digitally
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It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
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How Luxury Brands Are Redefining Experiences Digitally
- 1. “Luxury Experiences” by Genitron In collaboration with
- 2. by Genitron About us Adv Media Lab is an incubator of solutions in advanced services in digital strategy and performance marketing. We are a young and dynamic team that offers an international consulting, design, training and development of integrated and innovative solutions for online business growth.
- 4. Luxury Experiences It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience.
- 5. Luxury Experiences Also the luxury Brands are shifting from company-centric experiences to customer-centric experiences, largely through their digital initiatives.
- 6. Luxury Experiences But, how experiences are redefining luxury?
- 9. Luxury Experiences Handmade & customization...
- 14. Luxury Experiences Luxury is... choice!
- 34. Luxury Experiences “Buying experiences provides more pleasure and satisfaction.” Jean-Marc Bellaiche Boston Consulting Group
- 35. Luxury Experiences Fonte: Marci Ikeler - Digital Strategies for Luxury Brands The spectrum Because the internet is founded on principles of accessibility and democracy, luxury brands generally use digital asa a way to spread the brand's dream and mythology. Digital communications can play a valuable and critical role in spreading information about the brand.
- 36. Achievement of the brand's promise is exclusive Awareness of the brand's promise is accessible Luxury Experiences Accessible Exclusive The spectrum Fonte: Marci Ikeler - Digital Strategies for Luxury Brands TV Digital Print In-Store VIP EventsEvents
- 37. Luxury Experiences Differentiate Differentiate traditional site experience: • Content • Interactions • Features
- 38. Luxury Experiences Engaging Engaging potential customers through social content: • Updated content • Interactions with users • No barrier to access the information • Exclusive backstage access
- 39. Highlighting Highlighting the most exclusive products Luxury Experiences http://www5.mercedes-benz.com/en/tv/
- 40. Luxury Experiences Puzzle Digital as a piece of the larger puzzle: • Digital is fully integrated with a larger digital strategy • Digital be used to support all other touch points • Expose past initiative
- 41. Luxury Experiences Create experience • Tell a great story • Be a cultural tastemaker • Use digital to convey exclusivity
- 43. Luxury Experiences Tell a great story • Articulate the mood of the brand • Create engagement through interactive storytelling • Offer incomparable service
- 44. Luxury Experiences http://www.mrporter.com/ Tell a great story
- 45. Luxury Experiences Be a cultural tastemaker • Recognize innovators • Artistic content • Recognize influencers • Cultural recommendations • Celebrate a history of iconic style • Talk to younger luxury consumers
- 46. Luxury Experiences http://www.hennessy.com/us/ Be a cultural tastemaker
- 47. Achievement of the brand's promise is exclusive Awareness of the brand's promise is accessible Luxury Experiences Accessible Exclusive Convey exclusivity Fonte: Marci Ikeler - Digital Strategies for Luxury Brands TV DigitalPrint In-Store VIP EventsEvents
- 48. Luxury Experiences https://www.generationbenz.com/index.html Generation Benz: a VIP online community
- 49. Luxury Experiences http://drivers.lexus.com/lexusdrivers/home Lexus Drivers: exclusive rewards
- 50. Luxury Experiences All luxury brands have challenges with creating a connected consumer experience, especially in the automotive sector. Paul Imhoff, Director, Global Marketing Communications at Fisker, shared insights into the luxury automaker’s customer experience strategy, in addition to a company’s main web presence on social media sites like Facebook and Twitter, they must also participate in forums where consumers have built communities celebrating their passion for the company’s products. “We always participate in an authentic and transparent manner building a solid connection between our consumers and our brand” shared Imhoff.
- 52. Luxury Experiences Design. Without impeccable design, you instantly lose almost any consumer who is accustomed to shopping in locations where aesthetics play a role.
- 53. Luxury Experiences User Experience. Much like the in-store luxury experience, which is designed with meticulous attention to detail and curated with thoughtfully displayed products, artwork and interior decor, the online experience of a luxury brand should mirror this thoughtfulness and have a similarly elegant feel.
- 54. Luxury Experiences Customer Service. Perhaps the most important consideration, this area is a bit more complicated because it involves the human touch, while remaining largely digital in nature.
- 57. Accessibility of content Luxury Experiences
- 60. Luxury Experiences Luxury experiences today... • Consumers in control • Digital makes it personal • Exceptional service counts • The need for trustworthy product information • Instant gratification • The shopping experience, not technology, is still a deterrent • Digital tools to promote storytelling • Social networks, creating an ever stronger link
- 61. 61 What’s next? @advmedialab @Daniel_Casarin info@advmedialab.com Cell. (+39) 345 5755352 skypeID: daniel-casarin by Genitron