L U X U R Y M O B I L E M A R K E T I N G

GABRIELA, RAPHAEL, AUDREY, LUCA, ROXANA, ADRIANO & ANGELA

MULTI FACED CONCEPT

Luxury definition is dependent from:

context, generations, nationalities

CRAFTSMANSHIP & QUALITY

At the heart of the luxury proposition

and give sense to the premium pricing

TIMELESS SPIRIT

Luxury transcends trends. Sophistication and taste hold weight

because of the promise of longevity.

INNOVATION AND DESIGN

The luxury sector invests heavily in industrial property in

terms of creative inventionsbut also in relation to design

and innovation.

W H A T I S L U X U R Y ?KEY CONCEPTS

L U X U R Y I N D U S T R YOVERVIEW 2015

Source: EY Luxury and Cosmetics Financial Factbook 2015 http://www.ey.com/Publication/vwLUAssets/EY_Factbook_2015/$FILE/EY-Factbook-2015.PDF

INDUSTRY LEVEL

K E Y S U C C E S S F A C T O R S

The Chinese middle class is evolving, with more higher-income households likely to fuel growth in the teens in luxury demand. By 2020, C h i n e s e c u s t o m e r s a r e expected to add up to 40% to luxury growth.

CLEAR STRATEGY FOR CHINESE

MARKET

Companies can no longer focus on a single channel: t hey have to de f i ne a consistent strategy for all distribution networks and adapt their DNA specifically for each channel, including social media.

L u x u r y h o u s e s h a v e lagged behind other industries in developing clear and concrete plans for capitalizing on the digital opportunity.

D i f f e re n c e s b e t w e e n European prices and Non-E u r o p e a n p r i c e s a r e strong. In a world where most luxury clients are well t ravel led, this pr ic ing strategy is no longer efficient.

OMNICHANNEL STRATEGY

ACCELERATE DIGITAL

PRESENCE

GLOBAL PRICING

STRATEGY

“MOBILE FIRST”

LEVERAGE MULTI-SCREEN USAGE PATTERNS

FULL SPECTRUM OF MOBILE TOOLS AND

APPLICATIONS:

Source: Mobile Marketing Association (2015) THE MOBILE MARKETING ROADMAP: How Mobile is Transforming Marketing for Targeting Next Generation Consumers (http://www.mmaglobal.com/files/mmaglobal.com/file/

MobileMarketingRoadmap.pdf)

INTEGRATE YOUR MOBILE CAMPAIGN INTO YOUR

TRADITIONAL CAMPAIGN

LEVERAGE EVERY PHASE OF THE SALES

FUNNEL

TEST YOUR WAY TO SUCCESS

K E Y S U C C E S S F A C T O R SFOR A MOBILE MARKETING CAMPAING

EMOTIONS MOTIVATIONS INFLUENCE

Influence of mobile applications on luxury brand identity has been quite neglected by luxury brands, as their

brand image appeared to be degraded and not reflective of luxury brand

identity

In order to have effective advertising on mobile phones Park

et al. (2008) suggested three categories that influence the

emotions in mobile marketing advertising:

- Advertisement factors - Environment factors

- Audience factors

K E Y S U C C E S S F A C T O R S

The main motivation for luxury brands’ customers using mobile applications

is finding information about the brand and its

products

Source: Mahyari, P. (2013) Luxury Brand Identity: The Influence of Mobile Digital Technology. School of Advertising, Marketing and Public Relations. Queensland

University of Technology

CONSUMER LEVEL

FUNCTIONAL FEATURES

✓ Easy to find and install ✓ High resolution ✓ Easy navigation through mobile ✓ Offers personalized experience ✓ Integrates interactive elements ✓ User-friendly ✓ Social media sharing features ✓ Loyalty programs ✓ Exclusive updates ✓ Customization based on

consumer preferences

BRANDING FEATURES

✓ Link to the brand’s signature colors ✓ Consistent colors, images and

messages ✓ Validates brand’s visual identity and

signature ✓ Creates emotional bond with brand ✓ Enhances and optimists the real

value of luxury products

EMOTIONAL SIMULATING FEATURES

✓ Simulates the mood ✓ Powerful first impression ✓ Captures attention ✓ Unique atmosphere ✓ Persuasive message(s) ✓ High impact mobile app experience ✓ Interactive, engaging, immersive,

creative, memorable ✓ The love factor

K E Y S U C C E S S F A C T O R SFOR A MOBILE MARKETING CAMPAING

Source: Mahyari, P. (2013) Luxury Brand Identity: The Influence of Mobile Digital Technology. School of Advertising, Marketing and Public Relations. Queensland

University of Technology

B E S T P R A C T I C E S“INSPIRATOR" by BENTLEY

British automaker Bentley Motors is promoting its new Bentayga SUV with a new mobile application responsive to consumer

emotion.

The “Inspirator” app shows a series of images ranging from beaches, surfing and yachting to music and dancing to chinaware and furniture to parties and discos in four separate chapters, using facial and emotional recognition technology to capitalize on the

viewer’s preferences as it goes on, generating a custom Bentayga for the viewer at the end.

INSPIRATOR by BENTLEY

The app analyses “subtle, muscular micro-shifts and correlates them with complex emotional and cognitive

states,” measuring the viewer’s engagement with, sentiment for, surprise at and aversion to each image.

Based on responses, the app then generates a car with an appropriate interior, veneer, paint job, wheel and even

name.

B E S T P R A C T I C E STiffany & Co. Engagement Ring Finder

.

App that allows you to find your perfect engagement and wedding rings with the Tiffany

& Co. Engagement Ring Finder.

Users can browse diamond rings, view actual carat weights, determine the ring size, etc.

B E S T P R A C T I C E STiffany & Co. Engagement Ring Finder

.

Successful and powerful APP because allows user to have:

Engaging app on social media

Personalization of the product

Interactive shopping experience

Emotional selling

20% increase in sales after the launch of the app

INTERACTIVE SHOPPING EXPERIENCE

EASY TO USE

• Emotional branding

• Involve and surprise your customers

• Tell a story, the story of your brand

INSPIRES, EXCITES & INVOLVES

• Luxury is about superior value, make sure you deliver it through your app

• Superior technology to e n h a n c e c u s t o m e r s ’ experience and to convert the brand values

CUTTING EDGE TECHNOLOGY

R E C O M M E N D A T I O N SFOR MOBILE APPS IN LUXURY SECTOR

• Tutorial when using App for first time • Scrolling menu – well structured • Many images to illustrate selection

• Possibility to try the rings through the App • Possibility to call an expert in jewelry • Friends circle - to share comments, pictures and opinion with friends

01 02 03

Do not limit people to only one choice

Give more customization to the end of the process

R E C O M M E N D A T I O N SFOR MOBILE APPS IN LUXURY SECTOR

“do guess but do not choose”

App only available for iOS users through the Apple App Store

Only one car is available at the m o m e n t , B e n t a y g a , t h e automaker's new crossover

Give more of a choice after the analysis process

Shorter design process

Enable the app for Android devices

T H A N K Y O U !