(LuxuryDaily.com) - Since mobile is a channel that consumers can choose to use in-store to enhance the physical shopping experience, it is the ultimate way for luxury marketers to interact with existing and potential customers on an opt-in basis.
There are a number of ways that luxury marketers can interact with consumers in a retail setting including branded applications, QR codes and other touch points. However, experts agree that mobile capabilities should keep consumers’ minds on the store atmosphere and the products, rather than veering off to other digital realms, so that there is a distinguished experience between the on-the-go world and the retail store.
“The more affluent luxury consumer is likely more tech-savvy, informed and vocal than their budget-conscious counterparts and have come to expect more from their preferred luxury brands to enhance their in-store shopping experience,” said Ricardo Martinez, sales and marketing executive at mVentix Inc., Santa Clarita, CA.
“A recent study by Condé Nast and Morpheus Media found that over 90 percent of luxury consumers spend four times as much on online purchases than non-luxury households,” he said.
“This means it is imperative for luxury brands to have a mobile presence to engage with their customers, especially if the mobile experience is thoughtfully integrated and layered within their existing media efforts, to give their customers a compelling and seamless way to drive real-time, bi-directional communication and interaction with their preferred luxury brands.”
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