luxury experiences

“Luxury Experiences”

by Genitron In collaboration with

by Genitron

About usAdv 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.

Luxury Experiences

OUR METHODDISCOVERY

IDEA

DESIGN

LAUNCH

EVOLVE

MEASURE

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.

Luxury Experiences

Also the luxury Brands are shifting from company-centric experiences to customer-centric experiences, largely through their digital initiatives.

Luxury Experiences

But, how experiences are

redefining luxury?

Luxury Experiences

Goods...

Luxury Experiences

Foods...

Luxury Experiences

Handmade & customization...

Luxury Experiences

Places...

Luxury Experiences

Moving...

Luxury Experiences

Relax...

Luxury Experiences

Travel...

Luxury Experiences

Luxury is... choice!

Luxury Experiences

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Luxury Branding

Luxury Experiences

Luxury Experiences

Luxury Experiences

Luxury Experiences

Luxury Experiences

Luxury Experiences

Gucci

Luxury Experiences

Jaguar

Luxury Experiences

Four Season

Luxury Experiences

Armani

Luxury Experiences

Cartier

Luxury Experiences

Stefano Ricci

Luxury Experiences

Fonts

Luxury Experiences

Fonts

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Fonts

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Integrate experiences

Integrate...

INTEGRATE EXPERIENCESIMPACT

CUSTOMER EXPERIENCES

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LOYALTY

Luxury Experiences

http://www.fourseasons.com/

Integrate...

Luxury Experiences

“Buying experiences provides more pleasure and satisfaction.”

Jean-Marc Bellaiche Boston Consulting Group

Luxury Experiences

Fonte: Marci Ikeler - Digital Strategies for Luxury Brands

The spectrumBecause 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.

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

Luxury Experiences

Differentiate Differentiate traditional site experience:

• Content• Interactions• Features

Luxury Experiences

Engaging Engaging potential customers through social content:

• Updated content• Interactions with users• No barrier to access the information• Exclusive backstage access

Highlighting Highlighting the most exclusive products

Luxury Experiences

http://www5.mercedes-benz.com/en/tv/

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

Luxury Experiences

Create experience • Tell a great story• Be a cultural tastemaker• Use digital to convey exclusivity

Luxury Experiences

http://www.lamborghini.com/en/heritage/museum/overview/

Create experience

Luxury Experiences

Tell a great story• Articulate the mood of the brand• Create engagement through interactive storytelling• Offer incomparable service

Luxury Experiences

http://www.mrporter.com/

Tell a great story

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

Luxury Experiences

http://www.hennessy.com/us/

Be a cultural tastemaker

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

Luxury Experiences

https://www.generationbenz.com/index.html

Generation Benz: a VIP online community

Luxury Experiences

http://drivers.lexus.com/lexusdrivers/home

Lexus Drivers: exclusive rewards

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.

Luxury Experiences

Focus on...

Luxury Experiences

Design. Without impeccable design, you instantly lose almost any consumer who is accustomed to shopping in locations where aesthetics play a role.

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.

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.

Luxury Experiences

For examples...

Terminology

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Accessibility of content

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Splash page

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Flash heavy

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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

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What’s next?@advmedialab

@Daniel_Casarininfo@advmedialab.com

Cell. (+39) 345 5755352skypeID: daniel-casarin

by Genitron