Digital tools in luxury goods industry
There has never been a brand in the luxury that was rushing to become popular so the online marketing space has been questioned listlessly ever since. Tim Berners- Le, World Wide Web inventor, had a vision of creating an easy accessible platform full off global news. In theory it conflicts with the understanding of what exactly a luxury is. This conflict between an easy access of information and the mindset of the rareness, has been motivating different industries to look for new ways how two maintain its values. Due to this reason, digital strategies became seen as a must in the luxury products providers marketing and communication channels.
The “Digital Advantage for Luxury Brands- Director’s Report: Luxury Interactive 2015” discusses how the era of digitalisation is affecting and transforming the choice of sales channels and experience delivery both in the online space and in-store.
“We are living the experience economy. Experiences engage customers and in creating memorable events connect them emotionally to the company’s brand” said J. Gilmore. It is up to the brand managers how to deliver the best experience possible, especially knowing that the expectations from the customers are increasing constantly.
Experience delivery and luxury sense:
The cosmopolitan luxury consumer is more and more tech-savvy, time sensitive and socially aware. To attract and engage with such a customer is tough and requires brand managers to adjust. That’s why there are so many new technology products developments. The relationship between digital and luxury can no longer be neglected.
“Digital is integral to every luxury brand. It’s part of luxury today. In luxury, marketing comes first – before product. Quality and craftsmanship are second because they’re understood to be part of the brand DNA.“ – Chris Ramey, Affluent Insights president.
How to orientate between already existing marketing and communication tools as well as to maintain your innovative, personalised image?
No.1 Being consistent in your marketing strategy. Here you can find the best case practices of brand consistency.
No.2 Adjusting digital tools used for every market segment.
No. 3 Catching consumers attention by:
- showcasing the vision and image of the brand so the customer will desire to be connected with it;
- visual tools.
No.4 Using technologies to deliver the experience:
- innovative human service, Here you can find several examples of innovative customer service;
- real time functions;
- customer inclusion through Online&Offline;
- ability to control experiences.
4YouSee offers a digital solution how to market your products and engage with your customers in-store. While using 4YouSee Digital Signage software you will able to showcase your newest products as well as to adjust the visible content based on gender, age and mood.
How does it work?
There is a basic content that you chose to run and once a customer walks through or stands in front of the display, the content will change based on customer’s gender, age or mood. Here you can read more about it.
This system gathers the information of what kind of customer your content attracted by giving you an opportunity to re-adjust and evaluate your content.