While it is true that luxury brands have been slower to join the online sales channels due to the fear that certain aspects could lose exclusivity, must recognize the great opportunities that the digital age, both to attract new customers to retain existing ones. Such companies should approach the Online Marketing in a very different way to how they do brands that appeal to the masses. This includes everything from targeting and how to communicate, to deal with the client. They must be able to move to the digital world the service offered to its customers in a traditional physical store.
Here we offer four basic points which, in our opinion, should include a strategy for online marketing of a luxury ecommerce:
1. Maintain customer privacy
Customers with high purchasing power do not want to feel persecuted, so a retargeting strategy will not be beneficial. Luxury brands should focus on making the most of loyalty programs and reference to communicate with their customer base in a way that is not aggressive to them.
2. Provide exclusivity, even in the digital space
Companies looking to reach an audience with high purchasing power have to take special care to provide exclusive content to its customers. Such customers do not want the sofa that end up buying appears as the first result in Google ranking.
An e-commerce strategy in which it competes for the same keywords that other distributors of the industry, will not only be ineffective, but could be damaging to the brand. The sense of exclusivity can continue to keep within the digital space, as do Chrono24, Channel, or Smart Furniture, which have proven to bid on keywords only for zip codes where the target audience provides a better return on investment bid on the same keywords worldwide.
3. Provide opportunities for personalization and customization
That something is luxury means it is not available to everyone. Provide customers with customization options and product design offers more exclusivity with a deeper connection with the brand and the product.
4. An exceptional customer service
The most expensive is a brand, better customer service expected of it. As phone service sales and customer service or 24 hour online chat are good choices for these brands.
In the end, the goal of ecommerce luxury is provided within the online space that your audience expects from them in the usual physical stores. It is, of course, more difficult to build these online relationships, but brands that do well will reap even if possible, greater profits.