Product Seduction: A Luxury Experience

4,935 views

Published on

Critical Mass' presentation for Luxury Interactive 2008, "Using Rich Experiences to Build Brand Engagement." The CM panel discusses how we have used digital strategies to engage customers, enrich brand experience, and build lasting affinity through the online channel.

Published in: Business, Technology
0 Comments
22 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,935
On SlideShare
0
From Embeds
0
Number of Embeds
38
Actions
Shares
0
Downloads
672
Comments
0
Likes
22
Embeds 0
No embeds

No notes for slide

Product Seduction: A Luxury Experience

  1. PRODUCT SEDUCTION A LUXURY EXPERIENCE June 18, 2008
  2. <ul><li>UNIVERSAL TRUTHS </li></ul><ul><li>ONLINE EMOTIONAL DRIVERS FOR A LUXURY EXPERIENCE </li></ul>
  3. <ul><li>1. </li></ul><ul><li>Visitors come to see products. </li></ul><ul><li>Over 80% of visitors to luxury websites come to access product information* </li></ul>Insight 2
  4.  
  5.  
  6.  
  7. <ul><li>2. </li></ul><ul><li>The role of the site environment merchandising, not advertising. </li></ul>Insight 7
  8.  
  9.  
  10.  
  11.  
  12. <ul><li>3. </li></ul><ul><li>In online luxury experiences, the product drives brand interest (not the other way around) </li></ul>Insight 4
  13.  
  14. Sexy projection on car shot
  15. <ul><li>4. </li></ul><ul><li>Usability can be luxurious. </li></ul><ul><li>Luxury customers are more than 20% more likely to say they are time-pressed, compared with the average online shopper. </li></ul>Insight 1
  16.  
  17.  
  18.  
  19.  
  20. <ul><li>5. </li></ul><ul><li>The product is luxurious. </li></ul>Insight 6
  21.  
  22.  
  23.  
  24.  
  25.  
  26.  
  27. <ul><li>6. </li></ul><ul><li>Every single page is a brand statement. </li></ul>Insight 8
  28.  
  29.  
  30.  
  31.  
  32.  

×