Blending High-Touch & High-Tech
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Transcript of Blending High-Touch & High-Tech
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© 2009 Critical Mass, Inc. All Rights Reserved© 2008 Critical Mass, Inc. All Rights Reserved
Blending High-Touch & High-TechOctober 7, 2009
Redefining Luxury Online
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© 2009 Critical Mass, Inc. All Rights Reserved
So what?
We areCritical Mass.
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© 2009 Critical Mass, Inc. All Rights Reserved
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A selection of our experience
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© 2009 Critical Mass, Inc. All Rights Reserved
Blending High-Touch & High-Tech
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© 2009 Critical Mass, Inc. All Rights Reserved
High-Touch
• Anticipating customer needs
• Impeccable quality and luxe materials
• Exclusivity• Delivering highly
personalized service• Fueled by intimate
relationships • Storytelling
High-Tech
• Making it simple, efficient and easy to use
• Delivering contextually relevant information
• Providing value or usefulness
• Enabling rich visual experiences
• Creating on-demand, portable content
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© 2009 Critical Mass, Inc. All Rights Reserved
1.0 A luxury digital experience ismeticulously crafted.“Above all else, consumers believe that superior quality and craftsmanship are the hallmarks of true luxury.”Abrams Research Luxury Brands Survey & Report, May 2009
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© 2009 Critical Mass, Inc. All Rights Reserved
craftsmanship
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© 2009 Critical Mass, Inc. All Rights Reserved
2.0 A luxury digital experience delivers superior customer service.“3 out of 5 wealthy consumers define luxury as superior customer service.” Luxury Institute Wealth Survey, The State of the Economy and Trends in the Luxury Industry, Mar. 09
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service-orientation
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© 2009 Critical Mass, Inc. All Rights Reserved
3.0 A luxury digital experience is personalized.
“Luxury to me is made to order. It has to be created especially for an occasion and has nothing to do with mass market. Luxury is a hand-crafted experience for specific people.”
Antoine Chevanne, of family-owned hotel The Byblos in Saint Tropez
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personalized
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4.0 A luxury digital experience celebrates the product.Over 80% of visitors to luxury sites come to access product information.
Critical Mass Curious Research Group
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product seduction
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5.0 A luxury digital experience is exclusive.
“2 out 5 luxury consumers believe luxury brands are a commodity…As income increases, select invitations to product viewings or special events have a greater
influence on likelihood of purchasing a luxury product.”
Luxury Institute Wealth Survey. State of the Luxury Industry, March 09
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exclusivity
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© 2009 Critical Mass, Inc. All Rights Reserved
6.0 A luxury digital experience treats you like part of the club.“In a recent study, 91% of US millionaires always/often sought others’ reviews of luxury goods. Peer reviews can produce sales uplifts averaging 18% and upwards of 80%.”
Google and Unity Marketing: Luxury Shopping Experience Study, June 2008
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part of the club
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Aston Martin DBS
http://www.astonmartin.com/astonmartindbs/
7.0 A luxury digital experience should be sensory.
“The luxury consumer is driven experientially; it’s not about the money…it is about the special experience people feel in buying and using or enjoying that thing.”
“Eight Things Luxury Marketers Need To Know,” June 30, 2008
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be sensory
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© 2009 Critical Mass, Inc. All Rights Reserved
Aston Martin DBS
http://www.astonmartin.com/astonmartindbs/
8.0 A luxury digital experience should be intelligent.
"Thanks to the recession…80 percent [of affluent consumers] agree with the statement, ‘I am thoughtful when I shop: I am thinking more about whether I really need an item or just want to buy it on impulse’.”
Unity Marketing: Luxury Recession: The Good, The Bad and The Ugly,” June 2009
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be intelligent
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Aston Martin DBS
http://www.astonmartin.com/astonmartindbs/
9.0 A luxury digital experience should be efficient.
“Luxury consumers are 20+% more likely to be time-pressed. Hence the need to minimize purchase drop-outs with a clear, easy, and quick experience.”
Critical Mass Curious Research
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be efficient
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10.0 A luxury digital experience should happen everywhere.*“Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time” eMarketer
* Everywhere that’s relevant
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everywhere
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If time is the new luxury, what is the right time and right place to reach your customers?
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© 2009 Critical Mass, Inc. All Rights Reserved© 2008 Critical Mass, Inc. All Rights Reserved
The Foundation of Distributed Experiences
3 tools for luxury marketers:
PersonasWho is your target audience? What are their likes/dislikes? How do they think, feel and behave?
Distribution MapWhere do they spend their time? How do these channels (online and offline) intersect and complement one another?
Cross-channel IntegrationWhere are the biggest opportunities to meet and engage with your customers?
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Personas
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Experience Distribution Mapping
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Developing a Cross-Channel Plan
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Reference Sites
RolexEvisu JeansE. TautzApple Genius BarAmerican Express Travel ServicesNet-a-PorterMr. & Mrs. Smith Boutique HotelsSavile RowMyDecoVertuFerrari
Net-a-Porter ExclusivesGilt GroupeYSL Manifesto TwitterLiberty UKA Small WorldLuxury RatingsInfiniti GlobalDolce & Gabbana Make-upAmazonPaul SmithLouis VuittonAMG-360Chanel Movies
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Contact Us
Email: [email protected]
To view the complete deck: http://www.slideshare.net/CM1234
Website: www.criticalmass.com