Consumers are trying to redefine luxury, and this is one of the top reasons why brands need to shift from marketing based on the prestigious traditional standards to retain them. This blog post will discuss some tips that can reshape your luxury brand to attract today’s affluent population.
Best tips to implement luxury marketing in a profitable way
Engage in Social Media
Although Instagram and Pinterest audiences should be the primary outlets for luxury marketing, platforms like Facebook should not be ignored. Facebook still better option significantly when promoting premium products with hefty price tags.
To successfully use Facebook as an advertising medium, brands should take advantage of incoming targets, especially because its users are financially stable and older than Instagram users.
Connect With Young Affluent Consumers
Currently, a great percentage of luxury purchasing attributes to online shopping, and this figure is growing annually. That’s why luxury brands need to adapt their marketing to their new affluent audience and engage with them as often as possible. To ensure that brands reach out to both existing and potential customers, the marketing strategies should be more inclined towards providing memorable and personal experiences.
Modern luxury consumers are interested in products that bring out their unique personalities. This can be done by giving consumers a chance to personalize products through an in-store customization kiosk. Here, they can work with a craftsman to come up with a design that suits their taste. A luxury business should also consider building an online personalization platform so consumers can customize products single-handedly. Thereafter, they can get to see the final product as they make their selections.
Invest in Collaborations
In today’s fast-paced world, innovation is key to build customer loyalty and to remain relevant in any market or industry. One way to encourage innovation is by collaborating with the industry. Collaborations increase brand awareness and the likelihood of luxury consumers to buy your product or service.
Consider these tips when planning your collaboration strategy:
Partner with Brands
To strengthen your brand appeal and be on top of the game, the luxury business should focus on partnerships that are unique in every aspect. Two years ago, streetwear brand Supreme and luxury brand Louis Vuitton released a series of limited-edition apparel and accessories. This acts as a perfect example of luxury marketing by partnering with brands of similar value.
To ensure mutual profitability and avoid brand dilution from the partnership, it’s vital that the business collaborates with a strong and equal brand. If your audience is mainly composed of millennials, you should focus on creating unique experiences that your prospective clients will want to try out.
Also read: Top 9 Outstanding Instagram Marketing Trends
Introduce Limited Editions
Offer your collaborative products as limited merchandise to create urgency and hype. Any limited edition strategy should be with a big idea that’s exclusively authentic to your brand. Placing luxury products at specific high-end locations helps to control the exclusivity of your luxury product.
Enhance Buying Experience
Even though most luxury brands are online, the experience is not exactly what many consumers can relate to. Moreover, a viable digital strategy is different from each brand. However, there are three main strategies for delivering an efficient digital experience. These are:
Focus on the Omnichannel Factor: Your omnichannel strategy should strive to offer a differentiated customer experience. Doing this will allow consumers to interact with your brand. Key omnichannel services include Chatbots and A.I. that already have information about a customer.
Enabling chatbots on websites as well as in stores to suggest options, and gathering data about customer preferences is a great way of going about creating an omnichannel experience. In-store returns, real-time product availability, click & collect availability are also key omnichannel services.
Design your mobile app for on-the-go shopping. You could do this by including features such as visual search, synchronized shopping carts, and multiple payment options. Also, incorporate new technologies like augmented reality to help consumers have a first-hand experience of your products.
Personalize the Website
Most, if not all, luxury shoppers want more personalized products and services. Using artificial intelligence-powered platforms, providing localized websites for each county or location you serve, provide an online expert to answer questions, and creating a personalized style guide to help with sizing are great ideas to go about this.
As a business begins to understand this new breed of affluent buyers, it becomes easy to create a strategy that revolves around numerous environments and preferences. You can start by developing your advertising campaign. Carefully study the trends of your industry and combine them with the collected data. Taking this proactive step will help you develop a better and accurate approach since the needs of the customers need to well understood.