Luxe 2.0 - Marketing digital - E-commerce

Neiman Marcus Group is looking to revitalize its ecommerce before the holiday season’s fervor begins by offering permanent free shipping and returns year-round for all domestic purchases made through neimanmarcus.com and bergdorfgoodman.com as well as at retail locations.

Harrods is building off the success of its Weibo blog to reach more consumers as China continues to be a power player in the luxury market. Through the use of local social media platforms, brands and retailers are able to appeal to local sensibilities.

The executive spoke about Saks’ in-store technology tactics used to enhance the consumer experience during the “Using In-store Tech to Link the Online and Offline Experience” fireside chat. The use of technology in bricks-and-mortar retail locations allows for better consumer engagement, while displaying consumer behavior for the retailer’s use. Digital is continuing to be a critical component of how Saks sells its products.

L’étude distingue 3 types de pays : les «New Markets» (Chine, Brésil, Russie), les «Mature Markets» (USA, UK, France, Allemagne, Italie) et le Japon.
Dans les «Mature Markets», 13% des achats de produits de luxe sont réalisés en ligne et 69% des «affluent shoppers» font des recherches sur Internet avant d’effectuer un achat. 

Through Google Business Photos the label is able to give a 360-degree view of the inside of the store through the Google Maps feature. Since the store opened in June, Gucci is likely trying to increase awareness of the location and encourage consumers to stop in.

The store is the brand’s first boutique to host its new global store design and is the first store to have both the bespoke and mainline collections.

By offering behind-the-scenes images on Instagram, brands can leave consumers wanting to see more and therefore driving them to the store.

Department store chain Sears is now selling luxury items through its online, third-party retail site Sears Marketplace that provides an easy shopping experience. However, it may not win over luxury shoppers with its mass-market reputation.

French fashion house Chanel is promoting its fall/winter 2013-14 pre-collection through a microsite and new video created by creative director Karl Lagerfeld. The brand has given them the opportunity to engage at any level they prefer, simply sitting back and watching or clicking-through and utilizing links and tags to get specific about the products that compose the collection.

Pour célébrer l'ouverture de son premier point de vente à Paris, l'enseigne de lingerie Empreinte a frappé un grand coup. Elle a imaginé un concept chic, cosy et innovant permettant à ses clientes de découvrir la collection à l'aide d'une table tactile géante et de personnaliser leurs parures.

Department store chain Nordstrom partnered with Estée Lauder to tease high-end beauty products through a banner ad on The New York Times mobile application to lure consumers to its mobile commerce site.

Department store chain Saks Fifth Avenue is rounding out its omnichannel offerings with the launch of its discount store Saks Fifth Avenue Off 5th’s ecommerce site that is likely to attract aspirational consumers and possibly create brand loyalists.

The executive explained during the “Follow-Up Sale: Personalizing Your Post-Purchase Customer Communications” panel how the retailer continuously engages consumers. Brands and retailers without bricks-and-mortar locations must use engagement and personalization tactics to make up for the lack of an in-store experience.

The retailer’s “Harrods I’m Home” video shows a woman who has 24-hour access to the Harrods store to promote its all-hour ecommerce options. Playful and entertaining videos can help brands engage consumers and encourage them to make purchases.

On the opening night, an orchestra will perform the music live for the screening that will be introduced by the brand’s blogger and twitter personality Miss Hugo Boss and other selected bloggers.

In addition to the video component, Hugo Boss has created a branded hashtag and is encouraging consumers to share the images and videos through social media while using #HBNYC.

A terme, le site doit devenir le deuxième plus grand “ magasin ” de l'enseigne (qui en compte 60), derrière le vaisseau amiral du boulevard Haussmann, à Paris, et ses 1,4 milliard d'euros de ventes en 2011. Mais l'enjeu est plus large. Il s'agit de proposer aux clients un univers cohérent, quelle que soit la façon dont ils y accèdent : site Web, mobile ou magasin. Les modèles se nomment Macy's ou Nordstrom, si puissants que personne ne se demande plus s'il s'agissait au départ de boutiques physiques ou virtuelles.

Online menswear retailer Mr Porter is partnering with four apparel and accessory brands and bespoke travel agency Black Tomato to curate a video series highlighting destinations around the world.

Department store chain Neiman Marcus is pushing home products to the fashion-minded audience of New York magazine’s The Cut through a mobile advertisement. The retailer is likely to stick out from the other advertisers on The Cut that are promoting apparel and beauty products.

16% of Americans using mobile devices to shop compared to 50% in China, according to a new Digital report from Havas Worldwide.

26% of U.S. consumers feel comfortable making purchases with their smartphones and 32% use mobile applications to facilitate in-store shopping. American consumers have been slow to embrace the escalating mobile efforts of Luxury retailers, while locations with larger populations of millennials such as China, India and Singapore have been more adaptable.

Department stores Nordstrom and Saks Fifth Avenue are ranked as the most digitally progressive retailers because of their large size and ecommerce options, according to a new report from L2 Think Tank.

Closing retail doors to begin renovations may seem like a lost opportunity for sales, but it should be a time for brands to build relationships with their customers.

Luxury retailers can focus on other efforts during this time to create deeper customer connections. By making up for lost time, retailers are able to maintain sales and possibly strengthen bonds with their customers. 

When Burberry was building their flagship in Chicago, [the brand] informed consumers and were adding excitement and mystery to the opening. 

In addition, brands should use their social media to help them tell a story about the renovation.