WHY READ THIS REPORT A new breed of luxury goods online shopper has arrived that is young, tech-savvy, Internet-aware, mobile-enabled, and embracing tablets fast. This new breed of global consumer is keen to find fresh and exciting luxury products both online and offline and is using a range of touchpoints to research and buy them. A few leading eBusiness executives in luxury firms are delivering the kind of superior experiences that these shoppers increasingly expect. In this report, we profile the luxury goods online shoppers and outline some of the strategies that eBusiness executives are adopting to attract their trade.
Si le luxe a longtemps hésité à investir le numérique, le secteur a désormais plongé dans l'océan du digital pour exister autrement, grâce au brand content. Comment cultiver l'exceptionnel et la rareté à l'heure du tout numérique ?
Luxury retailers can’t afford to ignore digital anymore. They can’t treat it as “something someone in the office in the basement does because it’s not really what our customers want.” Luxury shoppers are technology adopters and have high expectations that aren’t being met by many retailers.
"Fashion marketers dominated digital during the first quarter of the year to push content and lifestyle, while automotive and travel brands followed close behind.
Digital marketers seemed to focus on branding during the first quarter of 2013 so that the growing number of consumers who flock to the medium to browse, be entertained and make purchases got a better experience. The most effective marketers on the digital channel upped their lifestyle quotient or created deeper connections with consumers."
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