We know that luxury brands are turning to digital to reach affluent audiences, but do we know what these consumers actually want from a luxury brand’s digital properties? The Luxury Institute and Plastic Mobile asked affluent smartphone owners who had downloaded or planned to download a mobile app what features they expected from luxury brand apps. Here’s a look at what they found:
Affluent customers seem to rally around features that provide an element of exclusivity: loyalty programs, early access to sales and exclusive updates all top the list of desired mobile application features. Take the recent use of influencer marketing from Air France for example. By inserting their brand into the luxury discussion in social, they were able to achieve a sales lift without traditional advertising tactics.
But this customer base seems less interested in replicating experiences they can get from a company’s website or brick-and-mortar store. The ability to purchase from the mobile device came in a distant eight place, with only 34% of affluent consumers requesting this feature, and just 29% wanted an extension of the brand’s website.
Looking for a bit of digital inspiration for your luxury brand? Read about Fab.com’s recent ecommerce user experience makeover.