Month: March 2023

The digital market is evolving quickly. Millennials are taking over the market and new marketing tactics are afoot. Many luxury brands have had to work from a new playbook in the past few years.

Curating a luxury digital experience is providing your customers with amazing customer service with quality products and services. The brand experience is what makes brands attain a luxurious feel. Many brands have mastered this at physical stores, but not as much online. This article will help you perfect your digital strategy to produce a luxury experience for all your customers.  

Here’s how to keep your brand on top and ensure your customers receive the best luxury digital experience.

What is a Luxury Customer Experience?

People are drawn to luxury brands by two things: exclusivity and quality.

Luxury brands and services are highly sought after primarily because they create a sense of exclusivity. These brands excel in creating a memorable customer experience that leaves them feeling special by going above and beyond to provide a five-star customer experience.

Having stellar customer service is the first and arguably the most important step in providing a luxury digital experience. However, the customer service standards set in physical stores are challenging to replicate with augmented reality.

We’ll be taking a closer look at how you can provide the same outstanding customer service on digital marketplaces.

The Luxury Market is Going Digital

Many customers have turned to the convenience of online shopping. The ability to shop at any retailer at any time has become a privilege many of us love.

For luxury retailers not only is their focus on excelling at customer service, but they also must provide items that are of exceptional quality.

Although luxury brands are known to provide an unforgettable and attentive in-store experience, the online luxury market has practically doubled in sales. With growth rates of over 27% per year, there are no signs of this trend slowing down.

4 Ways to Take Your Luxury Digital Experience to the Next Level

Although some customers still prefer an in-person shopping experience, there are certain conveniences of online shopping. There are ways to achieve the experience that is expected of luxury brands, even without the help of a storefront.

First, let’s look at the strengths of online shopping over brick-and-mortar locations.

Online shopping is all about convenience. People love that shopping at any time, having more product choices, and having a search feature is all now possible.

Being able to emphasize these strengths can help take your digital storefront to the next level in understanding and satisfying customer expectations.

Offering a digital luxury experience that provides consumers with these conveniences will make the user much more likely to be returning customers. In the following sections, we’ll dive into more detail on these methods and how to execute them successfully.

1. Know your target audience

Ultimately, there a three audience groups luxury brands will benefit from targeting. These audiences are Generation Z (16-22 years old), Millennials (25-34 years old), and Older Millennials (35-44 years old).

Although these age groups are likely younger than expected, millennials are the driving force of the digital market. Data from Statista indicates that millennials make most digital purchases.

If you want to read more about what drives the Millennial and Generation Z market to indulge in luxury goods, read our free eBook. Our guide will provide you with valuable information about your audience and strategies that work.

To learn more about identifying and catering to your target audience, we recommend reading our post about the target audience for luxury brands.

2. Provide a personalized experience for each customer

Although eCommerce doesn’t have the option of having a sales associate physically present to assist your customer, there is the advantage of data! The data websites gather through cookies makes it almost as if your website is reading their mind while browsing.

For example, when browsing online retailers, you’ll likely see a “you may also like” section. Cookies are to thank for these personalized picks!

Cookies can help track the user’s interests and habits, and history. This data collection results in highly relevant suggestions for items they have looked at before and may like.

Utilizing cookies to personalize experiences is a key strategy to improve shopping experiences on almost every eCommerce website.

Another way to do this is to prompt your users to make an account with you. Most brands will offer a discount just for signing up.

User accounts are also another tool for you to use to help customize their user experience. They are a great way for customers to manage their orders, view history, and earn points!

3. Implementing customization options to create a memorable experience

Engravings are a versatile option that can make the item and experience extremely personable to someone. Engraving is an extremely popular service amongst luxury brands. Getting jewelry, a purse, or even phone accessories engraved will make that item feel like it was made just for them.

4. Offering online exclusives

Another way to offer users more options is to offer online exclusives. This method is a win-win for both the business and the consumer.

Sometimes, a select few people are looking for a particular style or color in an item. Offering the specific product online by order will save businesses money by producing these items on demand.

Additionally, some brands will even do exclusive online drops. This is when a brand sells a limited amount of items for a certain amount of customers who manage to grab them first.

Exclusive drops are an excellent way to create exclusivity in a brand. Another bonus is that it also prompts people to be more aware of what your brand is doing online.

Use These 2 Digital Techniques to Your Advantage

Who says that people who opt to shop online don’t get the benefit of a sales associate assisting them? Many eCommerce websites offer live chats with sales associates to ensure the client still gets to have that catered to attention.

Your brand can follow what Nordstrom does by providing in-store videos of their stylists describing the item you are considering. Not only does the stylist give a detailed description of the item, but they also mention several different ways to style it!

Expert opinions tend to reassure customers about what they’re buying without seeing it themselves. This is a great way to provide the buyer with an expert opinion and comfort in knowing they’re making a great choice.

Making every step of the transaction smooth

Luxury brands are known for making sure the client feels catered to from the moment they walk in to even beyond walking out. So naturally, they expect to receive a luxury digital experience too.

Providing a seamless checkout is just another part of the luxury digital experience. Ensuring the customer has a smooth checkout can be the final deciding factor on whether or not the customer completes the purchase.

Converting customers into advocates

The buyer’s journey doesn’t end at the time of purchase. Retention and advocacy are the final two stages of the customer journey. Keeping clients engaged and updated with your brand is a great way to encourage return purchases.

Providing quality customer service at every buyer stage is essential.

For example, let’s say you’re interested in a service and browsing through reviews. There are likely a few reviews that slam the brand for being neglectful after the purchase.

On the other hand, you may have also noticed a lousy review salvaged by the brand providing excellent customer service. This is yet another point where customer service shines through and shows what people can expect from your brand.

By practicing excellent retention practices, you can avoid the customer experience turning sour and instead turn them into advocates.

Another critical component in the retention stage is keeping your customers in the loop. Having customer emails is valuable because you can send them newsletters.

Newsletters serve many purposes but particularly excel in informing customers of new items, restocks, and flash sales.

3 Ways to Innovate Your User’s Digital Experience

1. Content marketing is your friend

Reaching users through content is how many brands market and communicate with their audience. We’re now In a time where users care more about brand identity than ever before. Content is a great way to show you share the same values with your consumers.

Producing content is an organic way to showcase new, hot items in an article that also can provide value to the reader.

Another way to serve your audience with content writing is to target keywords for queries your audience is to likely have.

For example, let’s say your brand sells athletic shoes. It would make sense to target queries that relate to shoes, such as “What are the best running shoes?”. Using content to answer a question is an effective way to get your brand out there.

When utilized properly, content marketing can be one of the sharpest tools in your arsenal.

2. Sending users personalized recommendations and offers

Rounding back to the power of newsletters, some brands even send curated picks once a week to their subscribers. Not only does this personalize the experience for each user, but it’s also a great way to get more eyeballs on relevant products.

Another method is to send flash sales and gift set offers. These are effective options because it’s highly likely they’ve already purchased something from your brand and plan to again! So why not remind them of a bonus they can get if they shop soon? This approach is particularly popular around the holidays.

A bonus tip is to incorporate taglines on emails that emphasize “Special Offer FOR YOU”. Many brands will send these exclusive promotion emails to their members to grab their attention for this insider exclusive.

3. Make all user reviews visible

Receiving more direct feedback on products is one of the many things that have happened due to eCommerce. Unlike before, customers can now see hundreds of reviews for a product before they purchase it.

Some websites even include video-formatted reviews on their website. Users find these extremely useful when making a decision on products. This can be especially impactful for brands that sell clothing and accessories.

Overall, allowing uncensored reviews to be shown on the page helps show brand transparency. Additionally, another bonus for brands publicizing their reviews it that it builds brand trust with consumers.

Final Words

Even with these pointers, creating a luxury digital experience that resonates with customers as much as in-person experiences can take time and effort.

That’s why we specialize in digital marketing for premium brands and are here to help! Feel free to reach out to get in touch with an expert for a consultation with Mediaboom.

Understanding the market for your product or service is beneficial to boosting and retaining sales. Marketing to high end consumers is contingent on understanding your customer and the products or services they desire.

In this article you can expect to find quality information and tips regarding how to market to high end consumers and discover:

• Who the luxury consumer is, and how to market to them 
• Resources directly from Mediaboom to help you market to this specific demographic 
• Strategies and tips to help you market to high end consumers 
• The growth of high end consumer marketing 

Eleven Strategies For Marketing To High End Consumers 

1. Build a consumer profile 
2. Meet high end consumers where they are – one platform at a time 
3. Utilize income targeting 
4. Create appealing video content 
5. Position your brand messaging and designs to match your audience
6. Take advantage of influencer marketing campaigns 
7. Apply the exclusivity principle 
8. Measure and track your marketing efforts and KPIs 
9. Reward and recognize your consumers 
10. Start an email list or newsletter 
11. Personal touch

Understanding the Luxury Consumer 

Understanding the luxury consumer can help immensely when marketing to high end consumers. Psychological studies on this demographic suggest that the majority of individuals who are categorized as high end consumers belong to GenZ and Millenials. These generations appreciate luxury items for the power of big spending, and the values that luxury brands promote and stand behind. 

High end luxury consumers are drawn to the appeal of quality and are willing to pay large amounts of money to ensure the quality of the product, good, or service is as promised and worth the hefty price paid.

To get industry insight into understanding the luxury customer, check out this FREE copy of “Who Is The Target Audience For Luxury Brands?” Inside you will find key information about the luxury consumer target audience, including strategies for narrowing in who your audience is and proven marketing strategies in real-life business examples.

1. Build a High End Consumer Profile 

The first tip for marketing to premium buyers is to build a high end consumer profile. Refining your consumer profile will aid in your efforts of marketing to high end consumers by building features that will further impact your reach and relationship with potential customers.

You can build a high end consumer profile by first defining who it is you want to market to, and creating an ideal consumer profile based on demographics, buyer persona, and data to support the established profile. 

2. Meet High End Consumers Where They Are – One Platform at a Time 

Meeting consumers where they are is vital to success in marketing to them. By utilizing social media and taking a look at the different platforms, you might find that some demographics are more apt at one platform over another. 

Studies show that millennials prefer the platform of Facebook, whereas GenZ prefers Instagram. Both of these platforms are a great choice for marketing, but knowing who your consumers are will be highly beneficial to the success of your sales. 

In other words, social media is an invaluable tool in marketing to high end consumers, revolutionizing the way we advertise and cater to the appeal of clientele.

Check out our FREE eBook showcasing digital strategies to reach today’s connected consumers.

3. Utilize Income Targeting 

Finding your consumer audience by income targeting can pay off quickly if you implement it into your marketing strategy. By finding out the average income of your consumer, you can better utilize your advertisements and marketing campaigns to target who and what your product is geared towards. Most digital advertising platforms allow advertisers to target the top-income residents in a demographic location. For example, Google allows advertisers to reach a specific set of potential customers based on household income.

4. Target Your Competitor’s Audience With Facebook and Instagram Ads 

You know that phrase, keep your friends close and your enemies closer? It’s a fantastic strategy you can implement in marketing to high end consumers. Keeping a close eye on your competitor’s audience with Facebook and Instagram ads allows you to quickly find what is – and what is not – working for drawing in your target customers. 

Get started on creating ads for your content, products, and goods for increased sales and maintaining quality marketing. Facebook and Instagram ads allow advertisers to target specific social media users. The users who like, follow, or interact with specific businesses (your competitors) will then see your ads.

To begin, start a list of all your competitors. When creating the target audience for your ad in Facebook Ads Manager, select the interests affinity category. Secondly, search for the competitors on your list. This will then show your ad to those who have interacted or shown interest on social media to your competitors’ pages.

5. Position Your Brand Messaging and Designs To Match Your Audience 

Being mindful of your copywriting and design skills is vital to marketing to high end consumers. Copywriting is essential to your audience as it is a well-thought-out approach to sales, information, and the resources your business has to offer. Design, on the other hand, helps your content and product stand out above your competition. 

In order to better your skills in both copywriting and design, it is always best to hire professionals that can take your high end brand to the next level. 

6. Take Advantage of Influencer Marketing 

In an age where influencers seem to be everywhere, why wouldn’t you want to take advantage of influencer marketing? This tactic simply uses other people with thousands of followers on social media to endorse and sell your product. The key is finding influencers who align with your product or service. 

A great first step in taking advantage of influencer marketing is to offer an ambassador program or sponsor an influencer directly in return for an honest review of your product to their audience. 

Another undeniable resource for influencer marketing is influencers-as-a-service companies, such as ProductWind, that allow brands to launch influencer campaigns. 

Marketers or business owners simply create an account and are then paired with influencers that match their brand and industry. The great thing is that this service generates trackable attribution links and claim codes for each influencer to know which will drive sales for your high end brand. 

7. Apply the Exclusivity Principle 

Applying the exclusivity principle is an abstract tactic in marketing that allows you to influence your consumers through price and demand. This tactic can also help define what needs your customer may have.

Consumers often assume more value in products and services that are offered in fewer quantities. You know the popular term of FOMO, right? Fear of missing out is the slang acronym for consumers feeling “left out” if others have what they do not – whether that be a product, experience, or service.

Show that you are only accepting a certain number of consumers into a new program. Display that your business is only selling a select amount of a new product. Promote you are only showcasing an exclusive offer to the first thirty people to claim it. 

Therefore, showing that your brand is exclusive and only offered in limited quantities creates a fear of missing out, thus causing consumers to decide to make a purchase. 

8. Measure and Track Your Marketing Efforts & KPIs 

Taking the extra step to measure and track your marketing efforts will benefit your brand. This is the best way to determine whether or not your strategies are actually working. Utilizing analytics software is a great way to keep track of how things are going within your marketing efforts. 

By measuring and tracking your marketing efforts, you will be able to find data that is most specific to your needs and the needs of your consumer base, meet established goals, and reveal valuable insights about your website and marketing efforts.

Google Analytics is a fantastic tool for measuring your marketing to high end consumers. 

KPI is your key performance indicator, and it tracks milestones and progress reached in a given amount of time. Examples of KPIs are: 

• Revenue per client 
• Profit margin 
• Client retention

Each of these examples is valuable to reaching high end consumers through marketing, and can present your company with data needed to further engage or better market to your clients. 

9. Reward and Recognize Your Consumers 

Rewarding and recognizing your consumers is a sure way to maintain connections and keep them coming back for more. This strategy establishes relationships with your customers and allows for many benefits, including: 

• Increased engagement 
• Positive reviews 
• Overall satisfaction 

By valuing your consumer, you can be sure that they are recognized for their loyalty and business with them is maintained. 

10. Start an Email List or Newsletter

Starting an email list or newsletter can be key when communicating with consumers. 

Doing so can result in maintained relationships with clients, as well as a well-defined and structured plan in place for getting work done. 

Simply invite your clientele to sign up for your email list or newsletter, and send one out every week, detailing the work you are doing and your future plans. You might even go an extra step and invest in your consumers by offering a reward and recognition for their ongoing support. 

One of the best ways to implement this strategy is by setting up a form on your website so that users can sign up for your newsletter.

11. Personal Touch 

Personal touch can communicate a lot, especially in marketing to high end consumers. When customers feel they have been spoken to personally, they are more likely to return as a customer and spread the word to others. A few ways you might add a personal touch are: 

• Personalized thank you notes 
• Christmas card or company ornament during the holiday season 
• Direct email or phone call to the consumer to ensure their specific needs are being met 

In addition, implementing a personal touch into marketing to high end consumers can help to maintain good relationships with your buyers. 

The Growth of High End Consumers

The growth of high end consumers hinges on public relations and marketing. Appealing to high end consumers requires meeting them where they are, targeting their specific needs, and providing quality goods and services. 

Conclusion 

In final thought, marketing to high end consumers with effective marketing strategies will be sure to grow and retain your high end consumer base. By following the tips listed above, your brand will reach the correct high end consumers. Ensure you are being intentional with your marketing strategies. Follow through with maintaining established relationships. These will ensure your growth skyrockets. 

Mediaboom offers professional marketing services for high end brands. Contact us today to set up a free 30-minute consultation and find out how our digital experts can help take your brand to the next level.