Understanding consumer senses is necessary for a company to excel at sales and marketing.
However, customer senses vary depending on the audience, so in order to best serve valued customers you have to collect data. This can help give you insights to determine the most effective marketing strategy.
Marketing to high-end consumers can be especially difficult. This demographic is not the same as other verticals, and both retailers and brands have to take specific actions to target this audience. Here are some tips to help you get the most out of marketing for the luxury goods consumer.
Refine Your Touchpoints
Sensory experiences are incredibly important to luxury goods consumers. Adweek reported that 17 million adults ranked touch as their No. 1 sense, and about 48 percent of these consumers reported that they had bought a luxury good in the last year. Generally speaking, touch-oriented consumers are the ones making the luxury purchases, which means that marketers need to take the tactile experience into account when advertising. Across a wide variety of industries, touch is a huge factor when convincing consumers to purchase one product over another.
Attention to Detail
Another factor that will set you apart from your competitors in the luxury world is attention to detail. This applies to everything from the product itself to the retail space for selling it. A store is an opportunity to present upscale goods in a way that evokes sensation in your customers. Stores should encapsulate the lifestyle that accompanies your brand.
Keep Your Tech On Point
Technology is hugely important to luxury goods consumers. A study by Deloitte showed that the relationship between digital and luxury can no longer be ignored. It’s important for companies to invest in product development to continue enhancing products and creating new ways to improve craftsmanship so that luxury consumers stay interested. It’s also important to improve technology as it relates to Customer Relationship Management – luxury consumers want to interact with brands and companies across multiple platforms and receive the highest quality of service and response.
Brick and Mortar
Digital engagement with all segments of consumers is on the rise, but traditional brick-and-mortar stores remain incredibly important within the luxury sector. According to Deloitte, 75 percent of respondents to their survey stated that the ability to see and touch goods in person was the most important benefit to buying luxury goods in the store. A related in-person retail execution experience is an important aspect of appealing to this audience. It’s not only the convenience of being able to interact with and take home a desired product, but also the contact with sales reps on the floor.
Interacting and engaging with luxury goods consumers requires very focused, deliberate and careful strategizing. In order to make marketing most effective, remember to implement new technologies, offer immaculate customer service, focus on the tactile experience and maintain a brick-and-mortar presence. These extra steps will help your brand stand out in the crowd.
