Blending High-Touch & High-Tech

Blending High-Touch & High-Tech Redefining Luxury Online October 7, 2009

So what? We are Critical Mass.

A selection of our experience

High-Touch
Anticipating customer needs
Impeccable quality and luxe materials
Exclusivity
Delivering highly personalized service
Fueled by intimate relationships
Storytelling
High-Tech
Making it simple, efficient and easy to use
Delivering contextually relevant information
Providing value or usefulness
Enabling rich visual experiences
Creating on-demand, portable content

1.0 A luxury digital experience is meticulously crafted. “ Above all else, consumers believe that superior quality and craftsmanship are the hallmarks of true luxury.” Abrams Research Luxury Brands Survey & Report, May 2009

craftsmanship

2.0 A luxury digital experience delivers superior customer service. “ 3 out of 5 wealthy consumers define luxury as superior customer service.” Luxury Institute Wealth Survey, The State of the Economy and Trends in the Luxury Industry, Mar. 09

service-orientation

3.0 A luxury digital experience is personalized. “ Luxury to me is made to order. It has to be created especially for an occasion and has nothing to do with mass market. Luxury is a hand-crafted experience for specific people.” Antoine Chevanne, of family-owned hotel The Byblos in Saint Tropez

personalized

4.0 A luxury digital experience celebrates the product. Over 80% of visitors to luxury sites come to access product information. Critical Mass Curious Research Group

product seduction

5.0 A luxury digital experience is exclusive. “ 2 out 5 luxury consumers believe luxury brands are a commodity…As income increases, select invitations to product viewings or special events have a greater influence on likelihood of purchasing a luxury product. ” Luxury Institute Wealth Survey. State of the Luxury Industry, March 09

exclusivity

6.0 A luxury digital experience treats you like part of the club. “ In a recent study, 91% of US millionaires always/often sought others’ reviews of luxury goods. Peer reviews can produce sales uplifts averaging 18% and upwards of 80%.” Google and Unity Marketing: Luxury Shopping Experience Study, June 2008

part of the club

Aston Martin DBS http://www.astonmartin.com/astonmartindbs/ 7.0 A luxury digital experience should be sensory. “ The luxury consumer is driven experientially; it’s not about the money…it is about the special experience people feel in buying and using or enjoying that thing.” “ Eight Things Luxury Marketers Need To Know,” June 30, 2008

be sensory

Aston Martin DBS http://www.astonmartin.com/astonmartindbs/ 8.0 A luxury digital experience should be intelligent. "Thanks to the recession…80 percent [of affluent consumers] agree with the statement, ‘I am thoughtful when I shop: I am thinking more about whether I really need an item or just want to buy it on impulse’.” Unity Marketing: Luxury Recession: The Good, The Bad and The Ugly,” June 2009

be intelligent

Aston Martin DBS http://www.astonmartin.com/astonmartindbs/ 9.0 A luxury digital experience should be efficient. “ Luxury consumers are 20+% more likely to be time-pressed. Hence the need to minimize purchase drop-outs with a clear, easy, and quick experience.” Critical Mass Curious Research

be efficient

10.0 A luxury digital experience should happen everywhere.* “ Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time” eMarketer * Everywhere that’s relevant

everywhere

If time is the new luxury, what is the right time and right place to reach your customers?

The Foundation of Distributed Experiences 3 tools for luxury marketers: Personas Who is your target audience? What are their likes/dislikes? How do they think, feel and behave? Distribution Map Where do they spend their time? How do these channels (online and offline) intersect and complement one another? Cross-channel Integration Where are the biggest opportunities to meet and engage with your customers?

Personas

Experience Distribution Mapping

Developing a Cross-Channel Plan

Reference Sites Rolex Evisu Jeans E. Tautz Apple Genius Bar American Express Travel Services Net-a-Porter Mr. & Mrs. Smith Boutique Hotels Savile Row MyDeco Vertu Ferrari Net-a-Porter Exclusives Gilt Groupe YSL Manifesto Twitter Liberty UK A Small World Luxury Ratings Infiniti Global Dolce & Gabbana Make-up Amazon Paul Smith Louis Vuitton AMG-360 Chanel Movies

Contact Us Email: [email_address] To view the complete deck: http://www.slideshare.net/CM1234 Website: www.criticalmass.com

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Blending High-Touch & High-Tech

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