VTEX SUMMIT 2010:Reaching aspirational & luxury customers online

Suzanne Hader / 400twin, New York

Everyone knows about it,but few can have it.

A working definition of luxury

What makes luxury “worth it”?

Getting all the details right and a better shopping experience.

The better shopping experience is also in the details.

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

RULE #1

Special access is about targeting, not exclusivity

•Know your audience

•Create deep, personalized relationships

•Give your best customers better access

THE LUXURY AUDIENCE: Core Customers vs. Aspirational

Brands targeted towards Core Luxury vs. Aspirational

Show them you listen and give them tools to tell others

Personalization and sharing (both ways)

Better access to products AND perspectives

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

Get attention Email Strategy

Beautiful content Photography

Complete content Including video

The richer the story, the greater the engagement

Stories develop immediacy, relevance

RULE #3

Engineer the shopping experience to be exciting.

•Message to create excitement

•Events focus attention and anticipation

•Invest in ease of use

CORE LUXURY

•Trends are the story

•Emphasize uniqueness

•Being the first to know matters

Messaging strategies

ASPIRATIONAL

•Brands and products are the story

•Emphasize popularity

•Celebrities, magazine mentions matter

Messaging strategies

Online and offline events create urgency

Stronger call to action

Inspiring to browse, easy to buy, delightful to open

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

THANK YOU

Suzanne Hader / 400twin, New Yorkshader@400twin.com