How to engage luxury brand consumers online

A consumerism and digital media study conducted by Essential, commissioned by Microsoft Advertising and KR Media, found that luxury brand consumers are demanding better digital communications.

The three core motivations for luxury goods purchasing that should be reinforced in context, tone and execution of digital communications are indulgence, exclusivity and status.

Essential has established a framework for luxury brand owners to make sense of the online world and their strategic guidelines illustrate how luxury brand owners can best exploit the opportunity to acquire and engage with consumers online.

The 6 key strategies are as follows:

1.  Awareness:  Stimulate word-of-mouth and keep consumers ahead of the game, underline exclusivity  and reinforce  brand values.

2.  Administration:  Set high standards for digital advertising, captivate the consumer, offer rational and emotional engagement and provide interactive elements.

3.  Exploration:  Convey brand heritage, authenticity, quality and replicate in-store experience to extend excitement online.

4.  Consideration:  Enhance luxury experience through digital media and flatter the luxury consumer.

5.  Purchase:  Deliver a superior online purchasing experience and direct visitors to your establishment to complete the experience and purchase cycle.

6.  Ownership:  Welcome digital consumers to “the club”, give them a sense of belonging.

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