Affluent consumers in the US are poised to continue spending, leveraging multiple digital devices in their shopping habits. They prefer engaging with luxury brands through personalized experiences, emphasizing the importance of connection with brand advocates online. Brands are encouraged to adapt their strategies to meet the unique preferences of this audience, who value their time and experience over merely owning luxury items.

1. Affluent
Buyers
Exposed:
The
economy
might
be
in
a
long,
slow
recovery,
but
affluent
consumers
in
the
US
indicate
they’re
ready
to
conAnue
spending
as
much
as
they
have
been.

2. InteracAve
slides
ahead:
Watch
for
symbols
(to
tweet)
and
links
(to
learn
more)
throughout
the
presentaAon
to
share
or
access
addiAonal
content.

3. The
affluent
consumer
audience
requires
a
unique
strategy
to
sell
to
them.

4. The
affluent
consumer
audience
has
mulAple
digital
devices.

5. 40%
of
the
affluent
consumer
audience
will
showroom
and
then
purchase
online.

6. Affluent
consumer
are
unique
in
the
way
they
like
to
engage
luxury
brands.

7. 49%
of
affluent
internet
users
would
opt
in
to
receive
emails
from
luxury
brands.
+2x
over
preference
to
receive
texts.

8. For
many
affluent
consumers,
the
appeal
of
buying
luxury
goods
goes
beyond
owning
the
actual
item…

9. …it’s
the
experience
surrounding
the
purchase
of
an
expensive
item.

10. The
exclusivity
a
brand
offers
a
customer
is
a
key
element
of
the
luxury
experience.
They
appreciate
experiences
such
as:
Limited-­‐ediAon
merchandise,
the
first
look
at
a
product,
and
personalized
service.

11. TranslaAng
that
experience
to
the
digital
realm
is
one
reasons
luxury
marketers
iniAally
balked
at
the
idea
of
creaAng
virtual
spaces
for
their
goods.

12. But
with
the
amount
of
Ame
spent
online
growing
nearly
one
quarter
from
2011
(32.8
hours)
to
2013
(41.6
hours).

13. This
opportunity
is
increasing
fast.

14. Product
Discovery
Channels:
48%
online;
50%
in-­‐store.
Product
Discovery
Channels:
48%
online;
50%
in-­‐
store.

15. How
can
brands
capitalize
on
this
opportunity
…

16. and
duplicate
the
connecAon
between
a
trusted
sales
associate
and
an
in-­‐store
shopper…

17. when
the
online
shopper
can’t
touch,
smell,
or
try
on
the
product?

18. The
answer:
Connect
affluent
consumers
with
a
luxury
brand
advocate/expert.

19. “These
aren’t
the
idle
rich.
These
are
people
who
use
online
resources
to
save
Ame.
And
they
will
spend
money
to
save
Ame.”
–
Skip
Brand,
Co-­‐founder
&
CEO
Newco
bbd

20. ConnecAng
online
shoppers
with
a
trusted
advocate
will
give
the
shopper
the
informaAon
and
answers
they
need
to
feel
confident
buying
luxury
products
online.

21. Learn
how
to
reach
your
affluent
buyers.
Get
the
full
exposé.

22. Join the Conversation.
#AwesomeCX