Luxury and what attracts consumers to it is changing, so re-imagining the customer journey is essential Here, Luxury Society Knowledge Partner and marketing agency Cocoon spotlights some brands doing just that.
Consumer expectations are evolving alongside technology, and as a result the customer journey is shifting too.
High-net-worth individuals are increasingly looking for richer shopping experiences that are both convenient and effortless – taking into account that they are increasingly time poor. As a result, luxury brands are turning to new ways to engage and capture attention. Whether that’s through influencing technology or leveraging partnerships and platforms, the opportunities are huge.
Here we look at some of the recent trends and brands innovating this month.
“ VR is becoming more influential in advertising, which has the benefit of successfully enticing people in-store ”
As technology evolves, so does the environment where, when and how we shop. We’re already seeing virtual reality (VR) becoming more influential in advertising, which has the benefit of successfully enticing people in-store.
However, surely its greatest potential for luxury brands is its ability to connect with the consumers who are unable to get in-store or are short of time. Already we’re seeing luxury brands like Christian Dior and Tommy Hilfiger dabbling in this space, with a flux of other brands now sitting up and taking notice.
A brand doing just that is Westfield shopping centre in London and its collaboration with the Sanderson Hotel. Westfield has installed smart interactive mirrors in the hotel’s luxury Loft Terrace suite, allowing prosperous guests to speak to stylists and browse and purchase goods from designers including Armani and Gucci.
The smart mirror appears as a regular reflection when unattended, and is activated by pressing a button, allowing guests to switch on their own virtual stylist. With shops in close proximity to the hotel, it provides the perfect opportunity to share relevant content and engage with guests. It’s also an effective way for retailers to widen their reach without having to invest in expensive store networks, bridging the gap between online and physical shopping.
Another brand tapping into virtual reality is Tag Heuer, with the help of the New York Times’ VR mobile app. The app brings virtual reality to the everyday consumer through the use of their smartphone or Google Cardboard, providing an immersive 360-degree video experience.
Tag Heuer’s content on the app, titled “Crafting a Legend: Ride with Tag Heuer,” puts users in the driver’s seat and delves into the heritage of its Carrera timepiece.
Viewers are able to move the screen around to see the movements in a way which traditional video does not allow, and as a result creating an interactive experience with the brand’s products.
Craft in an important element of luxury. Brands are often seen touting craftsmanship to help form closer connections and remind consumers of the extensive work that goes into creating products.
Glenmorangie is doing just that by going beyond the cask in its latest efforts. The Scotch Whisky distiller has partnered with British sunglasses brand Finlay & Co. to create a bespoke pair made from repurposed oak cask barrels. Each pair is designed to highlight the cask’s natural wood pattern and consumers have the option to add a personal engraving, ensuring each pair will be distinct – a quality likely to be of interest to the discerning luxury consumer.
Snapchat provides brands with tremendous reach. Its fleeting nature ensures people stop and pay attention – something that’s more valuable than ever with today’s diminishing attention spans. As the platform’s popularity has grown, a number of brands such as Marc Jacobs, Alexander Wang and Burberry have streamed behind the scenes footage to build buzz with the sizeable Snapchat community.
Burberry has continued to lead the way when it comes to navigating this new digital terrain by running its very own Discover channel on the platform – a short-lived native ad with a suite of branded content.
The channel, dedicated to promoting its latest men’s fragrance, “Mr. Burberry”, marks the first time a luxury brand has sponsored a Discover channel.
Burberry content from the platform
The channel features style and fragrance content, along with grooming and tailoring tips all focussed on “how to be a modern man”. To ensure all the dots are connected, shoppers in-store are prompted to scan a Burberry Snapcode, directing them to fragrance and grooming content online.
With such a high potential for storytelling and awareness building, Snapchat is becoming more than just behind the scenes footage.
Luxury consumers are enthusiastic adopters of new tech, and notably have the money to invest, so it’s important for brands to keep their fingers on the pulse to stay relevant. As already seen here, brands that think innovatively through the likes of tech and partnerships can reap the rewards.