Mobile CRM apps can help luxury brands in several ways throughout the customer journey from awareness to advocacy. Such apps provide practical information to customers, a sense of community through peer recognition and exclusivity, and opportunities for gratification associated with luxury goods and services. The document then outlines how mobile apps can support each stage of the customer relationship from initial awareness of the brand to turning customers into loyal advocates.

1. Mobile CRM Apps in
Luxury
By Abdel Kander
abdel@kander.com

2. What Apps are
practical for

3. Alleviating constraints
Having to wait or go where you don’t want or can’t

4. Practical Information
Location, opening hours, how to …

5. Immediacy

6. Curated information
News you shouldn’t miss, latest trends…

7. Fighting Boredom

8. Gratifications from
Luxury goods and
services

9. Peer recognition
Belong, be on the inside, be a « regular »

10. Peer validation
Be the best

11. Exclusivity
Access to what others can’t

12. Proximity with celebrities

13. Sending expressions of affection

14. Receiving expressions of affection

15. Celebration

16. Collection, Accumulation

17. Direct esthetic appreciation

18. At each stage of Customer Relations
Awareness
Consideration
Trial
Repetition
Loyalty
Advocacy

19. Awareness
• Brand relevance for the digital natives
• Featured in the App Store
• I.e. LV City guide in the top 10 Apps for Travel
• A gateway to the brand’s world with multimedia content, history,
mood …
• Some first level of gratification (Messenger stickers, screen
background visuals…
• Indication of accessibility (local availability or ability to order on-
line, free samples, …)

20. Consideration
• Links to App download in social networks or other dwelling
areas of targeted audience
• Customize App on-boarding to gather user information and
personalize the first experience:
« Thanks for downloading the App, what better qualifies
you… »
• Ease the user into the first « trial »
• invitation to a by invitation only event,
• Private trial session
• Free sample…

21. On-boarding
example

22. Trial
• Capture feed-back and first impressions
• Rectify any misperceptions or doubts
« Did you know that your product has a lifetime warranty… »
• Introduce post-sales services
• Annual watch maintenance
• « Première Patine »
• Bag repair « no questions asked »

23. Repetition
• Thanks and recognition
• Promotions
• Introduction to loyalty scheme,
• Acceptance in a closed community
• Privileged access to goods and services

24. Loyalty
• Nurturing in the community
• Acces to special events and social functions
• Early access to discounted goods
• access to limited supply items
• Capture « life moments » information
• Birthdays
• Graduations
• Coming of age ceremonies (Christening, Bar/Bat mitzvahs, Quinceañera …)
• Engagements, Weddings…
• Introduction to premium human powered services
(clienteling, conciergerie…)

25. Advocacy
• Special status in the community
• VIP Status for events and social functions
• Provide a sponsored advocacy platform
• Social network prime estate
• Branded catering services for parties
• High-end haute couture clothing on rent or loan …