Blending High-Touch & High-Tech

transcript

Blending High-Touch & High-TechOctober 7, 2009

Redefining Luxury Online

So what?

We areCritical Mass.

A selection of our experience

Blending High-Touch & High-Tech

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

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

craftsmanship

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

service-orientation

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

personalized

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

product seduction

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

exclusivity

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

part of the club

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

be sensory

Aston Martin DBS

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

be intelligent

Aston Martin DBS

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

be efficient

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

everywhere

If time is the new luxury, what is the right time and right place to reach your customers?

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?

Personas

Experience Distribution Mapping

Developing a Cross-Channel Plan

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

Contact Us

Email: shamberg@criticalmass.com

To view the complete deck: http://www.slideshare.net/CM1234

Website: www.criticalmass.com

Blending High-Touch & High-Tech

Business