Mobile.Social.Loyalty Luxury Marketing


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Luxury Brand
Content Delivery
for Mobile Devices. The Fusion of Digital Content and Interactive Direct Response for Luxury Retail Networks.

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Mobile.Social.Loyalty Luxury Marketing

  1. 1. <ul><li>Social | Mobile | Loyalty Content Delivery Solutions for </li></ul><ul><li>Luxury Brands </li></ul><ul><li>The Fusion of Digital Content and Interactive Direct Response </li></ul><ul><li>for Luxury Retail Networks </li></ul>
  2. 2. About IMN <ul><li>IMN has pioneered the fusion of digital content and interactive customer </li></ul><ul><li>engagement responses through multimedia email newsletters, mobile, social </li></ul><ul><li>and loyalty marketing solutions, that empower companies to effectively </li></ul><ul><li>understand their client needs, address them in more meaningful and personal </li></ul><ul><li>ways, driving measurable brand impact, loyalty, product visibility, leads and </li></ul><ul><li>sales. </li></ul><ul><li>eCommunications and commerce provider since 1999 </li></ul><ul><li>More than 4800 clients worldwide </li></ul><ul><li>Specialties: one-to-one marketing (social, mobile, email) that lifts and strengthens loyalty </li></ul>
  3. 3. Our Unique Position: How do we do it? Fresh, relevant, timely content delivered to your customers in an instant…inspires them to buy time and time again from various retail locations. The App is transferred to the customer In store at the point of sale by a QR scan Step #1 The “LB” Luxury Brand App displays ‘9’ fresh and relevant pieces of content (coming from corporate) as if it is coming from the Sales Associate, Store Manager or the store itself direct to their client (i.e., content could be a new collection, promo, video, exclusive jewelry Pieces, etc.) Step #2 The client clicks on App icon, and reviews content, engages with store and brand, and becomes a loyal buying customer Step #3 Step #4 A mobile alert message is sent to the store identifying customer and interest for store to follow-up with a customer to close more sales and up-sell customer
  4. 4. e-Communications to promote luxury brands are increasingly using the Social | Mobile | Loyalty | channel. Why? <ul><li>75% of the young affluent market use mobile devices** </li></ul><ul><li>48% use their mobile device to consider purchasing in-store items.** </li></ul><ul><li>69% of Smartphone users are aware of Smartphone apps from large retailers.* </li></ul><ul><li>48% have downloaded at least one app.* </li></ul><ul><li>90% of consumers who have downloaded an app from a large retailer found it “very useful” or “useful.”* </li></ul><ul><li>50% would prefer to use a Smartphone to communicate directly with retail associates with whom they have developed a relationship .* </li></ul>** The Luxury Institute * Accenture A Brand not integrating the Social / Mobile channel around personal communications in its marketing strategy may not be reaching a significant market
  5. 5. OLD MODEL … The past demanded immediate sales from Brand to Customer, but often missed the opportunity and long-term benefit of staying connected with their clients at the store and/or personal levels to lift sales and strengthen loyalty. Strategies to improve ROI for Luxury Brands online marketing: … the communication could come from the retail store, manager or associate , even though it is being distributed by headquarters on their behalf. Marketing Sherpa Brand Customer Sales Associate “ Old” model <ul><li>Reactive </li></ul>
  6. 6. NEW MODEL … But truly effective e-Communications include elements of “personalization” to ensure strong productivity and sales, loyalty and high customer satisfaction Brand Customer Sales Associate “ New” model <ul><li>Proactive </li></ul><ul><li>Immediate </li></ul><ul><li>Detects Intentions </li></ul><ul><li>Builds loyalty </li></ul>The IMN system is adept at building a strong link between the customer and the sales function leading to significantly higher sales productivity Reinventing Customer Engagement
  7. 7. <ul><li>Party Pulse™ Gold Canyon Results </li></ul><ul><li>scents, décor, home and personal care products </li></ul><ul><li>A four month study of several thousand sales associates showed a 1.5 to 2 times more sales results and volume for those using IMN personalized communications versus those not using them. </li></ul>Case Study #1 The power of leveraging your sales networks Key Benefit: Proactive, personal, and on-going touch points from the Retail Store to their clients leads to buying behavior and significantly increase sales
  8. 8. <ul><li>Party Pulse™ Tupperware Results </li></ul><ul><li>A five month recent analysis (Nov-Mar 2011) was done across several hundred sales consultants, looking at anyone who had sales from the above period and compared those who were using IMN communications to those who were not. </li></ul><ul><li>RESULT: Those using IMN communications had an average of 2.2 more sales than those not using it </li></ul>Case Study #2 The power of leveraging your sales networks Key Benefit: Customer Satisfaction and loyalty increases by delivering highly relevant and personal brand content
  9. 9. <ul><li>Increase sales </li></ul><ul><li>Strengthen customer loyalty and corporate brand </li></ul><ul><li>Create one-to-one connections that generates leads/sales for stores </li></ul><ul><li>Social sharing to improve the social experience of your brand </li></ul><ul><li>Increase traffic to stores </li></ul><ul><li>Inform customers about goods, services, events </li></ul><ul><li>Present and reinforce brand image </li></ul><ul><li>Instant metrics into customer preferences for follow-up </li></ul><ul><li>Global: Multi-language capabilities </li></ul><ul><li>* Note: we can also help you get and collect more emails </li></ul>Benefit Overview IMN Luxury App Platform
  10. 10. <ul><li>Fit the New Customer Culture: </li></ul><ul><li>- QR Codes and scans, mobile platforms/apps , social media. </li></ul><ul><li>TREND: Keep it simple…less flash and more function. This is what consumers are responding to. </li></ul><ul><li>Customer Service: </li></ul><ul><li>- Being customer and mobile-centric is fashionable and giving sales associates and managers the ability to be brand and product experts will help them earn trust and build lasting relationships with their clients. </li></ul><ul><li> TREND: luxury brands are discovering that the people who manage and deliver customer experiences must fit the new customer culture </li></ul><ul><li>Clienteling Goes from a Hobby to a Discipline: </li></ul><ul><li>- the small group of luxury consumers that have a relationship with a retailer give them almost twice as much in wallet share. </li></ul><ul><li>TREND: more luxury brands will work with companies who specialize </li></ul><ul><li>in loyalty programs to cultivate and grow those relationships </li></ul><ul><li>From on-line to in-store </li></ul><ul><li>- More retailers, including luxury brands, offer shoppers the ability to purchase on-line and pick-up at their local store. </li></ul><ul><li>TREND: Convenience can lead to increases in sales, and promotes the retention of your brand with up-sell opportunities. </li></ul>Best Practices & Trends Luxury Brand Content Delivery: social / mobile / loyalty marketing
  11. 11. <ul><li>Brittney Johnson </li></ul><ul><li>Luxury Brand BDM </li></ul><ul><li>Content Delivery Loyalty Solutions at IMN </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>206.898.1839 </li></ul>