Luxe 2.0 - Marketing digital - E-commerce
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BMW seeks aspirational consumers with drive share application - Luxury Daily - Mobile

BMW seeks aspirational consumers with drive share application - Luxury Daily - Mobile | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

The app will allow users to know where the nearest available car is located and consumers can use their membership cards to access the vehicles. BMW’s participation with DriveNow will allow aspirational consumers to interact with the brand’s vehicles, which may lead to loyalty among the drivers in their future.

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Luxe 2.0 - Marketing digital - E-commerce
Marketing digital et e-commerce Luxe
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Catalogs – Luxury Memo special report

Catalogs – Luxury Memo special report | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Before the rise of e-commerce, it was common to browse through seasonal catalogs, marveling at the contents contained therein. Now in the age of the Internet, do catalogs still have a place in the retail world?

Today, customers can get every bit of information they could ever need about inventory and products with a few button presses on their phones or computers, through online searches and store Web sites, and they can discover new products via their social media feeds. Nonetheless there may still be a place in retail for catalogs, particularly as luxury brands seek ways to make shopping with them feel more unique, more immediate and more premier than everyday shopping with more mass retailers.

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Facebook’s head of luxury on interactivity, AR and VR

Facebook’s head of luxury on interactivity, AR and VR | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

It is an undeniable fact that Internet users nowadays consume and share content primarily via mobile and video.

United States consumers will interchange between mobile (83%) and desktop (84%) to go online this year – with an increasing number being mobile-only consumers (16%) – and 82% of them will watch videos online regularly.

 

Brands that can innovate to bring consumers into their world by offering added value are the ones that will win their hearts, especially in the luxury sector. Three trends support this major shift: interactivity, augmented reality and virtual reality.

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Michael Kors, Ralph Lauren own greatest share of luxury online traffic

Michael Kors, Ralph Lauren own greatest share of luxury online traffic | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Five brands accounted for approximately two-thirds of the total 186 million visits to luxury Web sites in the past year from the United States, according to new data from PMX Agency.

Luxury brands are taking creative risks and evolving, whether through unexpected creative director appointments or collaborations. These strategies are paying off in digital as Web site traffic is up 16% from 2017 and social media followers have grown 20% year-over-year.

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Social spend, paid search grow as mobile purchasing becomes commonplace

Social spend, paid search grow as mobile purchasing becomes commonplace | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

As paid social investment continues to grow up to 40% year-over-year, luxury audiences are more likely to be reached on LinkedIn as the networking platform beefs up its advertising capabilities. LinkedIn is proving to foster a highly engaged audience for the B2B and luxury crowd, causing it to see the most significant spend increase of paid social platforms. In terms of paid search, Google continues to dominate but Bing has seen an increase in market share.

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Lagos, Bloomingdale’s bring bling to Apple Watches

Lagos, Bloomingdale’s bring bling to Apple Watches | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
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U.S. jeweler Lagos is bringing its Caviar line into the digital world with a special launch that is exclusive to Bloomingdale’s.

For a 60-day exclusive, Bloomingdale’s will be selling Lagos brand smartwatch straps it is calling the Smart Caviar Collection. Sterling silver, 18-karat gold and diamond bracelet straps will be available for the Apple Watch.

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Digital : le luxe teste des alliances avec des pure players

Digital : le luxe teste des alliances avec des pure players | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Luxe et digital entrent dans une nouvelle ère. Mois après mois, les grandes maisons du secteur prennent des initiatives dans le numérique, après avoir longtemps craint d'abimer leurs marques avec la vente en ligne. Début juin, le suisse Richemont a annoncé le rachat de Watchfinder, un site d'achat et de revente de montres de luxe d'occasion. Une opération qui intervient, après la décision de prendre le contrôle de la plate-forme Yoxx Net-a-Porter, dévoilée en janvier. Chanel, la marque de luxe la plus suivie sur Instagram, est quant à elle entrée au capital du britannique Farfetch, une plate-forme de vente de produits de luxe avec l'idée de vendre des « services personnalisés » basés sur le digital. Fin mai, LVMH (propriétaire des « Echos ») a pris une participation dans Lyst, un moteur de recherche dédié à la mode. Le tout environ un an après l'ouverture de la plate-forme internet de 24 Sevres.

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Multichannel – Luxury Memo special report

Multichannel – Luxury Memo special report | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

There are many theories, explanations and predictions for how the way people shop is changing. But one undeniable reality is that customers no longer shop through single channels.

The rise of digital, the fragmentation of retail options and the dissolution of brand loyalty have all contributed to the rise of multichannel retail. Multichannel, or omnichannel as some call it, simply means that a brand or retailer is integrating the various channels of its business, such as bricks-and-mortar stores, social media and ecommerce, into one cohesive path.

This trend has been incredibly influential over the last few years, with brands across the luxury world radically reorganizing the way they do business to capture shoppers across touchpoints.

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Instagram luxury ad spend grows exponentially thanks to Ads API

Instagram luxury ad spend grows exponentially thanks to Ads API | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Since social media application Instagram launched its Ads API, brand spend on the platform has grown significantly with 65% more predicted to be spent on advertising this year compared to 2017. A new report from Brand Networks Research found that video is proving to be the driving force among Instagram ads, with 66.2% of ad impressions being video. The research also shows that Instagram ad impressions have grown 46% year-over-year and 57% in investment.

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Hotel groups consolidating e-loyalty programs to encourage customer retention

Hotel groups consolidating e-loyalty programs to encourage customer retention | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

E-loyalty programs are one of the best ways to ensure continued customer retention, something hotel brands are embracing by unifying those programs across multiple brands and merging luxury with mass market. After an announcement earlier this year, Marriott International has officially unified the loyalty programs across three of its brands, while Hyatt Hotels and Small Luxury Hotels of the World similarly unveiled plans to combine loyalty programs this month. By merging their programs across brands, these groups are pooling resources to gain access to a wider consumer base and ensure a seamless and desirable customer experience no matter where guests stay.

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Audi dispels AI apprehensions in futuristic film

Audi dispels AI apprehensions in futuristic film | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

German automaker Audi is showing off the automated capabilities of its cars in a short film stylized as a science fiction movie trailer.

"The AIs are Coming" starts with a dark look at the impact artificial intelligence might have on the future, before demonstrating the different ways Audi cars use AI. It is a unique approach to confront concerns drivers may have about automated vehicles.

The trailer opens with a dark view of artificial intelligence, alerting audiences that "AIs are coming." News footage asks if artificial intelligence is a threat, and devices are shown intruding on people in the workplace and at home.

An Audi appears on screen as the titles warn that AIs are coming for people's cars and will not stop until "they control everything."

 

With a dramatic pause, the full text is revealed: "until they control everything boring." The ominous music pauses as a driver initiates park assist for his Audi and the car parallel parks itself with ease.

The music picks up again and other vehicle features are shared in the style of movie credits, including LED headlights and a virtual cockpit with Audi Intelligence.

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Luxury consumers prefer bricks-and-mortar for first-time purchases, online for repeat buys

Luxury consumers prefer bricks-and-mortar for first-time purchases, online for repeat buys | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

When buying something for the first time, customers prefer to make purchases in-person over online by 20 percentage points.

Salesforce wanted to examine the differences in customer preferences between online marketplaces such as Amazon, retailers and brand stores. What the research found was that customers like to purchase items from bricks-and-mortar retailers when buying something unfamiliar, but they prefer buying from online marketplaces when seeking something they have already bought before. The modern retail landscape is a constant push and pull between retailers, brands and online marketplaces such as Amazon. Customers regularly use all three, but for different reasons and in different contexts. To understand more about how consumers navigate between these three, Salesforce surveyed thousands of shoppers across six countries. 

What the study found was that for products that a customer has never purchased before, 50% go for retailers and 31% opt to buy via online marketplaces. However, for products that customers have already bought before, 47% go online and 34% prefer retailers. What this means is that customers prefer the ease and convenience of shopping online for things they are already acquainted with, but desire the in-person experience of examining something before purchasing if they are less familiar with it. Other findings from the report show that mobile is more useful to customers as a research tool than for actually making purchases.

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Michael Kors introduces first smartwatch version of the Runway to target the Chinese customer

Michael Kors introduces first smartwatch version of the Runway to target the Chinese customer | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Fashion label Michael Kors is reintroducing its classic Runway watch model as a smartwatch powered by Google.

The new wearable tech combines the classic styling of Michael Kors’ watches with the cutting edge technology of a smartwatch. Michael Kors’ embrace of smartwatches shows the increased mingling of fashion and technology. While the original Michael Kors Runway watch was an analog device, the model now returns as a digital smartwatch equipped with a number of new tools. 

The watch is powered by Wear by Google and offers heart rate tracking, NFC payments, GPS and a built-in Google Assistant. 

Runway’s payment options include Google Pay and, in China, Alibaba’s Alipay. Though the watch is outfitted with new digital tools, the design retains a classic Michael Kors silhouette.

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L'Oréal Teams With Facebook on Virtual Makeup Tests | News & Analysis | BoF

L'Oréal Teams With Facebook on Virtual Makeup Tests | News & Analysis | BoF | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

ModiFace, the beauty tech firm that the cosmetics group acquired in March, has paired with Facebook to develop AR experiences on the platform for L'Oréal brands. Maybelline parent L'Oréal is pairing up with Facebook to roll out virtual tests for shoppers to see how they might look with different lipsticks or eye shadows, adding to its push to drive more sales online and through social media networks. Cosmetics firms including L'Oréal rival Estée Lauder and retailers like LVMH's Sephora are investing heavily in technology, in an age of selfies and beauty bloggers that has helped shift the industry onto the web. France's L'Oréal, the world's biggest cosmetics group, bought Canadian augmented reality and artificial intelligence specialist ModiFace in March.

It said on Thursday that the Toronto-based company had now teamed up with Facebook to develop augmented reality experiences on the platform for L'Oréal brands, starting with NYX and including Urban Decay, Lancôme and Yves Saint Laurent.

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How luxury brands can use search to drive holiday shopping

How luxury brands can use search to drive holiday shopping | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

As the holiday season approaches, luxury brands can help deliver the customized shopping experiences consumers crave through search. New data from Google shows that consumers are open to new brands as they seek out presents for their friends and loved ones, making search a valuable tool in driving discovery. As gifters look for guidance during what can be a stressful time of year, being visible on search engines is one way to drive traffic and sales as well as establish new customer relationships.
Consumers are seeking ideas early and continuously throughout the holiday season. By Black Friday, about four in 10 purchases have already been made.

61% of consumers are open to new brands during the holidays, and 46% bought from a retailer for the first time in 2017’s gifting season. Google has seen a more than 60% bump in consumers searching for keywords such as “brands like” and “stores like.

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Canali brings its Italian designs to Chinese ecommerce

Canali brings its Italian designs to Chinese ecommerce | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Italian menswear brand Canali is entering a new partnership that will see its designs sold on ecommerce hub Secoo.

The Canali online store has gone live on Sept. 14, offering a variety of high-end menswear such as suits, coats, knitwear, jackets, shirts, pants and accessories. Secoo’s Canali offering will reflect the fall/winter 2018 collection that is available in stores.
Canali is hoping to bring its collection to a wider audience through Secoo’s omnichannel offerings. The fall/winter collection features items such as an ultra-light single-layer canvas blazer, asymmetric pea coats, military-style parkas with wide hoods, sheepskin leather jackets with oversize collars, lightweight carryalls and double monk strap shoes.

While, Secoo has an omnichannel ecommerce business, it has also expanded into bricks-and-mortar with physical presences in China, Hong Kong, and Malaysia.

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Le Printemps amorce son site e-commerce dédié au luxe - Actualité : Distribution

Le Printemps amorce son site e-commerce dédié au luxe - Actualité : Distribution | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Le Printemps se lance dans le bain de l’e-commerce. Ce mardi, Paolo de Cesare, président du groupe détenu depuis 2013 par des investisseurs originaires du Qatar, a annoncé que le grand magasin parisien prenait ce virage majeur. Fort d'une belle croissance actuelle, il affiche de fortes ambitions.

Printemps.com doit voir le jour fin 2019 ou au plus tard début 2020 pour proposer une sélection de marques de luxe. Alors qu’aujourd’hui son site présente l’univers du grand magasin d’Haussmann et de ses magasins en régions, la future plateforme visera bien au-delà du marché français.

Des ventes e-commerce qui devraient représenter 15 % à 20 % du chiffre d'affaires du groupe à moyen terme.

 Le développement e-commerce fait en effet partie des quatre piliers identifiés pour la croissance future du groupe avec l’attractivité d’un magasin proche de ses clients, la séduction des millennials et le renforcement d’une politique de responsabilité sociale et environnementale.

Le volet e-commerce du groupe est amené à vivre sur trois créneaux, dont deux sont déjà actifs. Le site du Citadium vise les marques streetwear et urbaines, le site Place des Tendances, repris en 2013 pour 30 millions d’euros, propose une offre de marques contemporaines et le futur Printemps.com présentera les marques de luxe et les créateurs.

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MatchesFashion brings shopping to interactive, experiential space

MatchesFashion brings shopping to interactive, experiential space | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Retailer MatchesFashion is leaning into fashion’s trend towards experiential marketing, blending retail, digital and content together in a new concept. MatchesFashion's 5 Carlos Place is the online retailer’s newly opened physical house that will act as what it is calling a "creative broadcasting space." The idea will see a multitude of cultural events as well as digital initiatives, following other innovators in retail.

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Mandarin Oriental expands its mobile payment options

Mandarin Oriental expands its mobile payment options | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Hospitality chain Mandarin Oriental Hotel Group is bringing a convenient checkout option for Chinese travelers to one of its Hong Kong locations.

 The Landmark Mandarin Oriental, Hong Kong has integrated Alipay and WeChat Pay in addition to Apple Pay into its accommodations such as its spa, bars and restaurants. The two new systems help cater to its home location, as Alipay and WeChat are the most popular payment sources in China.

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Millennials, mobile leading fashion ecommerce growth: Criteo

Millennials, mobile leading fashion ecommerce growth: Criteo | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

While baby boomers and Gen Z consumers are pulling back on their online fashion spending, millennials are making more apparel purchases via ecommerce. According to a new report from Criteo, millennials spent 4 percent more on clothing and accessories online last year, showing a greater preference for fashion ecommerce than their younger Gen Z counterparts. As these generations become a greater part of the luxury business, luxury brands need to be ready to meet their disparate multichannel shopping habits. All of the growth in apparel ecommerce in the first three quarters of 2017 came from mobile shopping.

While desktop still accounts for a greater portion of online apparel sales, revenues from these devices have recently decreased. Criteo notes that even though Gen Zers spend the most time on their mobile devices, they still show an affection for bricks-and-mortar browsing. About a third of this generation regularly researches items online and then buys in store, preferring to make purchases in-person.

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Net-a-Porter Stakes Its Claim to the Next Generation of Designers | BoF Professional | BoF

Net-a-Porter Stakes Its Claim to the Next Generation of Designers | BoF Professional | BoF | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

The e-tailer hopes its new seasonal accelerator programme will help to keep it ahead of the competition at a time when consumers are thirsty for newness.

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Top 5 digital luxury brand moments from last week

Top 5 digital luxury brand moments from last week | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Luxury and technology are increasingly colliding, as brands use digital advances for creative or consumer-centric pursuits.

This past week, a heritage auction house announced the upcoming sale of the first piece of AI-produced art. Meanwhile, other brands leveraged technology for storytelling or customer engagement.

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Burberry looks to the archives for its #BurberryHeritage project | Vogue Paris

Burberry looks to the archives for its #BurberryHeritage project | Vogue Paris | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

At the start of August, the British house revealed its new logo, ushering in a new era led by Riccardo Tisci. Today, Burberry has released archival, vintage images – some of them never seen before – and there are still many similarities between the pieces that the house put out then and now.

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Automation – Luxury Memo special report

Automation – Luxury Memo special report | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

As technology progresses, more of the actions that were normally performed by flesh and blood people are being taken over by machines. The luxury world in particular has taken advantage of the many types of automation to revolutionize everything from manufacturing to marketing.

Automation has become a major trend in all sectors of business, including obvious ways, such as vending machines and self-checkouts at stores, as well as less apparent ways such as programmatic advertising and artificial intelligence. However, at the same time there is some  friction between the efficient, mass nature of automation and the meticulous, handcrafted aesthetic that much of luxury has focused on. Many luxury brands have begun trying to reconcile these opposite forces into a modern, efficient yet still personal and intimate business model.

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Voice assistant algorithms challenge consumers’ brand loyalty

Voice assistant algorithms challenge consumers’ brand loyalty | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

As consumers increasingly use virtual voice assistants such as the Amazon Echo or Google Home for shopping, a new report indicates brand visibility and loyalty are at risk.

 A survey from Digitas found that 85% of consumers have purchased the first product result offered by one of these devices, which in many cases is not from the brand they originally searched for. Millennials, who will make up half of the luxury market in a matter of years, show an even greater tendency towards settling for a device's pick.

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How artificial intelligence is changing digital marketing for the Luxury industry

How artificial intelligence is changing digital marketing for the Luxury industry | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Artificial intelligence (AI) is changing the way marketers see interactions with Luxury consumers. It is becoming the way for products and processes to work smarter with more data and less human intervention. But simply, AI is "intelligence" shown by machines rather than that of humans. AI exists in making things work through a combination of machine learning, Big Data and cloud computing. At AI's core are algorithms that are integrated within products and processes to solve specific problems. Over time, products using artificial intelligence can be trained in a variety of ways to learn from past examples.

Each time that humans interact with artificial intelligence machines, we leave more data to be parsed, sorted, filtered and used to increase AI learning.

With a wider range of data, algorithms can work faster on their analyses. This increased data collection is how digital marketers learn more about our searches, buying methods, and brand preferences. More than 50% of marketers are using AI in some form, according to recent Salesforce research, and another quarter (27%) of marketers will start using AI technology in 2019.

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