Download - Suzanne Hader no E-commerce Summit 2010
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VTEX SUMMIT 2010:Reaching aspirational & luxury customers online
Suzanne Hader / 400twin, New York
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Everyone knows about it,but few can have it.
A working definition of luxury
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What makes luxury “worth it”?
Getting all the details right and a better shopping experience.
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The better shopping experience is also in the details.
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Perception of { Special Access }
+Emotional reaction to { Brand Storytelling }
+Overall Excitement from { Shopping Experience }
••
{ Premium paid over what consumer would normally buy }
=CONSUMER PERCEIVED VALUE
THE “WORTH IT” EQUATION
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RULE #1
Special access is about targeting, not exclusivity
•Know your audience
•Create deep, personalized relationships
•Give your best customers better access
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THE LUXURY AUDIENCE: Core Customers vs. Aspirational
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Brands targeted towards Core Luxury vs. Aspirational
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Show them you listen and give them tools to tell others
Personalization and sharing (both ways)
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Better access to products AND perspectives
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RULE #2
Use your brand to woo customers. Don’t sell to them.
•Emails are your store windows
•Beautiful, complete content
•Merchandise stories elevate the product
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Get attention Email Strategy
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Beautiful content Photography
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Complete content Including video
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The richer the story, the greater the engagement
Stories develop immediacy, relevance
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RULE #3
Engineer the shopping experience to be exciting.
•Message to create excitement
•Events focus attention and anticipation
•Invest in ease of use
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CORE LUXURY
•Trends are the story
•Emphasize uniqueness
•Being the first to know matters
Messaging strategies
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ASPIRATIONAL
•Brands and products are the story
•Emphasize popularity
•Celebrities, magazine mentions matter
Messaging strategies
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Online and offline events create urgency
Stronger call to action
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Inspiring to browse, easy to buy, delightful to open
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Perception of { Special Access }
+Emotional reaction to { Brand Storytelling }
+Overall Excitement from { Shopping Experience }
••
{ Premium paid over what consumer would normally buy }
=CONSUMER PERCEIVED VALUE
THE “WORTH IT” EQUATION