Affluent Buyers Exposed: The economy might be in a long, slow recovery, but affluent consumers in the US indicate they’re ready to continue spending as much as they have been.
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The affluent consumer audience requires a unique strategy to sell to them.
The affluent consumer audience has multiple digital devices.
40% of the affluent consumer audience will showroom and then purchase online.
Affluent consumer are unique in the way they like to engage luxury brands.
49% of affluent internet users would opt in to receive emails from luxury brands. +2x over preference to receive texts.
For many affluent consumers, the appeal of buying luxury goods goes beyond owning the actual item…
…it’s the experience surrounding the purchase of an expensive item.
The exclusivity a brand offers a customer is a key element of the luxury experience. They appreciate experiences such as: Limited-edition merchandise, the first look at a product, and personalized service.
Translating that experience to the digital realm is one reasons luxury marketers initially balked at the idea of creating virtual spaces for their goods.
But with the amount of time spent online growing nearly one quarter from 2011 (32.8 hours) to 2013 (41.6 hours).
This opportunity is increasing fast.
Product Discovery Channels: 48% online; 50% in-store.
How can brands capitalize on this opportunity…
and duplicate the connection between a trusted sales associate and an in-store shopper…
when the online shopper can’t touch, smell, or try on the product?
The answer: Connect affluent consumers with a luxury brand advocate/expert.
“These aren’t the idle rich. These are people who use online resources to save time. And they will spend money to save time.” –Skip Brand, Co-founder & CEO Newco bbd
Connecting online shoppers with a trusted advocate will give the shopper the information and answers they need to feel confident buying luxury products online.
Learn how to reach your affluent buyers.
Get the full exposé.