Luxury Experiences and Digital Strategy
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Luxury Experiences and Digital Strategy

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Buying experiences provides more pleasure and satisfaction...

Buying experiences provides more pleasure and satisfaction...

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Luxury Experiences and Digital Strategy Luxury Experiences and Digital Strategy Presentation Transcript

  • “Luxury Experiences”by Genitron In collaboration with
  • by GenitronAbout usAdv Media Lab is an incubator of solutions in advancedservices in digital strategy and performance marketing.We are a young and dynamic team that offers an internationalconsulting, design, training and development of integrated andinnovative solutions for online business growth.
  • Luxury ExperiencesOUR METHODDISCOVERYIDEADESIGNLAUNCHEVOLVEMEASURE
  • Luxury ExperiencesIt’s quite common for luxury brands toapply their strong branding values ofexclusivity and differentiation to theonline space.However, these values are often appliedat the expense of user experience.
  • Luxury ExperiencesAlso the luxury Brands are shifting fromcompany-centric experiences tocustomer-centric experiences, largelythrough their digital initiatives.
  • Luxury ExperiencesBut, howexperiences areredefining luxury?
  • Luxury ExperiencesGoods...
  • Luxury ExperiencesFoods...
  • Luxury ExperiencesHandmade & customization...
  • Luxury ExperiencesPlaces...
  • Luxury ExperiencesMoving...
  • Luxury ExperiencesRelax...
  • Luxury ExperiencesTravel...
  • Luxury ExperiencesLuxury is... choice!
  • Luxury Experiences
  • Luxury ExperiencesLuxury Branding
  • Luxury Experiences
  • Luxury Experiences
  • Luxury Experiences
  • Luxury Experiences
  • Luxury Experiences
  • Luxury ExperiencesGucci
  • Luxury ExperiencesJaguar
  • Luxury ExperiencesFour Season
  • Luxury ExperiencesArmani
  • Luxury ExperiencesCartier
  • Luxury ExperiencesStefano Ricci
  • Luxury ExperiencesFonts
  • Luxury ExperiencesFonts
  • Luxury ExperiencesFonts
  • Luxury ExperiencesIntegrateexperiences
  • Integrate...INTEGRATEEXPERIENCESIMPACTCUSTOMEREXPERIENCESLuxury ExperiencesLOYALTY
  • Luxury Experienceshttp://www.fourseasons.com/Integrate...
  • Luxury Experiences“Buying experiences provides morepleasure and satisfaction.”Jean-Marc BellaicheBoston Consulting Group
  • Luxury ExperiencesFonte: Marci Ikeler - Digital Strategies for Luxury BrandsThe spectrumBecause the internet is founded on principles of accessibilityand democracy, luxury brands generally use digital asa a wayto spread the brands dream and mythology.Digital communications can play a valuable and critical role inspreading information about the brand.
  • Achievement of the brandspromise is exclusiveAwareness of the brandspromise is accessibleLuxury ExperiencesAccessible ExclusiveThe spectrumFonte: Marci Ikeler - Digital Strategies for Luxury BrandsTV Digital Print In-Store VIP EventsEvents
  • Luxury ExperiencesDifferentiateDifferentiate traditional site experience:• Content• Interactions• Features
  • Luxury ExperiencesEngagingEngaging potential customers throughsocial content:• Updated content• Interactions with users• No barrier to access the information• Exclusive backstage access
  • HighlightingHighlighting the most exclusive productsLuxury Experienceshttp://www5.mercedes-benz.com/en/tv/
  • Luxury ExperiencesPuzzleDigital as a piece of the larger puzzle:• Digital is fully integrated with a largerdigital strategy• Digital be used to support all othertouch points• Expose past initiative
  • Luxury ExperiencesCreate experience• Tell a great story• Be a cultural tastemaker• Use digital to convey exclusivity
  • Luxury Experienceshttp://www.lamborghini.com/en/heritage/museum/overview/Create experience
  • Luxury ExperiencesTell a great story• Articulate the mood of the brand• Create engagement throughinteractive storytelling• Offer incomparable service
  • Luxury Experienceshttp://www.mrporter.com/Tell a great story
  • Luxury ExperiencesBe a culturaltastemaker• Recognize innovators• Artistic content• Recognize influencers• Cultural recommendations• Celebrate a history of iconic style• Talk to younger luxury consumers
  • Luxury Experienceshttp://www.hennessy.com/us/Be a cultural tastemaker
  • Achievement of the brandspromise is exclusiveAwareness of the brandspromise is accessibleLuxury ExperiencesAccessible ExclusiveConvey exclusivityFonte: Marci Ikeler - Digital Strategies for Luxury BrandsTV DigitalPrint In-Store VIP EventsEvents
  • Luxury Experienceshttps://www.generationbenz.com/index.htmlGeneration Benz: a VIP online community
  • Luxury Experienceshttp://drivers.lexus.com/lexusdrivers/homeLexus Drivers: exclusive rewards
  • Luxury ExperiencesAll luxury brands have challenges with creating a connectedconsumer experience, especially in the automotive sector.Paul Imhoff, Director, Global Marketing Communications atFisker, shared insights into the luxury automaker’s customerexperience strategy, in addition to a company’s main webpresence on social media sites like Facebook and Twitter, theymust also participate in forums where consumers have builtcommunities celebrating their passion for the company’sproducts.“We always participate in an authentic and transparentmanner building a solid connection between our consumersand our brand” shared Imhoff.
  • Luxury ExperiencesFocus on...
  • Luxury ExperiencesDesign. Without impeccable design,you instantly lose almost any consumerwho is accustomed to shopping inlocations where aesthetics play a role.
  • Luxury ExperiencesUser Experience. Much like the in-storeluxury experience, which is designedwith meticulous attention to detail andcurated with thoughtfully displayedproducts, artwork and interior decor,the online experience of a luxury brandshould mirror this thoughtfulness andhave a similarly elegant feel.
  • Luxury ExperiencesCustomer Service. Perhaps the mostimportant consideration, this area is abit more complicated because itinvolves the human touch, whileremaining largely digital in nature.
  • Luxury ExperiencesFor examples...
  • TerminologyLuxury Experiences
  • Accessibility of contentLuxury Experiences
  • Splash pageLuxury Experiences
  • Flash heavyLuxury Experiences
  • Luxury ExperiencesLuxuryexperiences today...• Consumers in control• Digital makes it personal• Exceptional service counts• The need for trustworthy product information• Instant gratification• The shopping experience, not technology, is still a deterrent• Digital tools to promote storytelling• Social networks, creating an ever stronger link
  • 61What’s next?@advmedialab@Daniel_Casarininfo@advmedialab.comCell. (+39) 345 5755352skypeID: daniel-casarinby Genitron