By: Marco Muellner
June 11, 2014
For luxury marketers, 2014 is predicted to be the year that tips the scales, with more than half of affluent shoppers discovering, actively browsing and shopping for luxury items via digital channels. This evolution is spurred by shoppers who are online to save time, yet remain likely to finish the purchase in-store.
According to an April 2013 Luxury Institute study on the multichannel purchasing habits of United States Internet users with incomes of at least $150,000, 48 percent of respondents sourced information about luxury fashion online via a computer. Yet only about a quarter actually completed the purchase online.
Also, eMarketer found that a whopping 74 percent of purchases researched on mobile devices are completed in-store.
Which brings me to the first trend to watch:
We tend to think of mobile consumers as similar to desktop consumers, but on different devices. This is just not true.
Most mobile time, is, well, mobile. Digital marketers have always struggled to predictably drive offline traffic to retail, but data suggests this is changing.
With more than 70 percent of daily Facebook and Twitter users on a mobile device, digital marketers must think mobile-first.
For luxury marketers this is particularly challenging as device constraints and consumer expectations limit the richness of the experience.
But with skill and creativity, many luxury marketers are embracing the constraints without compromising brand promise.
Understanding the purchase intent journey
We have been trying to figure out what makes people buy as long as we have been selling, but it is a fragmented challenge and capturing the data at every step has been impossible.
We have made a lot of progress thanks to companies such as Datalogix and others and, as a result, luxury marketers are on the verge of the next evolution, having almost completely wired the journey.
The key, like most things in our modern world, is the smartphone.
In this next phase of digital marketing, understanding how and why consumers buy will be essential to attracting the next generation of affluent shoppers.
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