How Luxury Brands Can Market To Affluent Shoppers Using Digital Mediums
Updated: May 5
Affluent shoppers have a different outlook on like, purchasing habits and viewpoints on what they purchase. Aspects of marketing like copy (word choice), showcasing exclusivity, understanding their personality traits, psychological shopping beliefs, showcasing product purchasing qualifications, and forming the shopping experience that’s inclusive are all important when marketing to this sector of shoppers.
Today I will break down those significant elements that make a difference when using social media marketing and digital marketing as a resource for brand awareness and inclusion.
Word choice influences the purchaser's emotions. Knowing how to use words to entice and uplift the shopper can indulge them to learn more about what their reading. Words like:
- Apply Now VS Buy Now
- Privilege VS Benefits
- Exceptional VS Good Enough
- Timeless VS Trending
- Authentic VS Reliable
Exclusivity is a common element of luxury brands that remains one of the most important elements to express in every piece of content, image, video, and word as brands market their products.
Expressing exclusivity means sharing:
- The product is not like any other
- The materials it’s made out of
- Sharing that it's not for everyone
- Fewer Options
- Limited Availability
Former CEO Patrick Thomas, only the second individual outside the Hermès family to have run the company, once stated, “The luxury industry is built on a paradox: the more desirable the brand becomes, the more it sells but the more it sells, the less desirable it becomes”.
Luxury brands have to keep this paradox in mind with every element of content that is displayed to represent their brand. This can sometimes be a challenge if the marketing team hasn’t created brand personas and designed their marketing in a way that fits both elements of the paradox.
Personality traits and psychological details of the luxury consumer are crucial to consider when developing messaging and the offline and online experiences the shopper has. Acknowledging their lifestyle and how they’ve become accustomed to certain things in life.
- They believe they deserve the best
- Trendsetters & Influencers
- Winners: Shopping is a personal reward
Product Purchasing Qualifications is always a way to involve inclusivity and unique abilities of only those who fit within the qualifications of purchase. For example:
- Being a previous owner of one of a product
- Waiting lists
- Craftsmanship wait times
- Limited edition items
The Shopping Experience for the luxury consumer is where the magic happens. Having the manager or personal shopper accompany them as they shop, providing glasses of champagne, dressing rooms that come with individual staff per guest.
The experience in the store is where most luxury shoppers find the most value. While online shopping experiences serve for convenience or researching more about the product. The shopping experience shares:
- One-of-a-kind, hard-to-find items that no one else has
- Offered the customer a place to not only shop but to listen to music, eat amazing food, touch, feel and play with product and most importantly, hang out with their friends and community."
- More Is Better
- Home Delivery
- Gifts. Customers are expecting a reward for loyalty
- Heightened Customer Service
- Personalization. 45% of luxury consumers are asking for personalized products and services.
Here's what the market has to say:
Brand strategist Marty Neumeiers' mantra that you need to "zag" when everyone else "zigs"
Inspire millennials but don’t forget about boomers.
millennial desires are molding the luxury scenery for 2109. Deloitte recently projected 99 million millennials versus 77 million boomers now make up a larger segment of the luxury market.
Millennials are the ones to cultivate and inspire but the boomers are the ones with greater spending impact in the marketplace currently.
Douglas Gollan, co-founder of Elite Traveler, a magazine found globally aboard private jets mentions, “Some of the most successful luxury brands assume because ultra-high-net-worth consumers know the brand, they know the wide range of products. The ultra-high-net-worth are not some homogeneous group where one size fits all. With the luxury proliferation and clutter, it is more important than ever to craft multiple messages covering different segments of the Super Rich.”
Purchasing behavior is a direct result of how a consumer perceives that a brand delivers the emotional end-benefits of buying and owning. Consumers purchase of luxury brands frequently is driven by perceptions about self-identity, ideal self, social comparison, and other ‘self’ motivations.
In the end, luxury products have the power to change the consumer’s perception of who they are by altering the self, (satisfaction & power). Timelessness plays a role as well, meaning the brand will impart feelings of trust, security, contentment, and confidence over the life-span of ownership.
Wealthier luxury market consumers are motivated by emotions associated with a brand’s core reason for being, perceived in terms of authenticity and timelessness. All of these dimensions create perceptions of luxury in the mind of the consumer.
Researchers at Yale have determined that this quest for authenticity develops early in childhood. Their study attempted to convince children that a cloning machine had recreated their favorite item.
The study found that most children refused to accept the duplicate even though it was identical. Thus showing the sentimentality of the item – the memory, pride, or feeling that comes from purchasing an original genuine luxury good – is part of the reason that we seek authenticity. You could think of it as treating yourself to fake Cartier would be like not treating yourself at all.
If you want to get started right away, go ahead and get in contact with us at NSPR Media.
Our services range from digital marketing, social media management, SEO & website management, influencer campaigns, public relations as well as putting together events.
If you’d like to speak with us, give us a call at 209-683-7798 or check out our website www.nsprmedia.com.