luxury experiences
DESCRIPTION
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...TRANSCRIPT
“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
Luxury Experiences
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
Luxury Experiences
Fonts
Luxury Experiences
Integrate experiences
Integrate...
INTEGRATE EXPERIENCESIMPACT
CUSTOMER EXPERIENCES
Luxury Experiences
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
Luxury Experiences
Accessibility of content
Luxury Experiences
Splash page
Luxury Experiences
Flash heavy
Luxury Experiences
Luxury Experiences
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
61
What’s next?@advmedialab
Cell. (+39) 345 5755352skypeID: daniel-casarin
by Genitron