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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21-Oct-2014 -
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Suzanne é fundadora e principal executiva da 400twin, empresa especializada em consultoria às empresas do mercado de luxo e seus consumidores. Possui mais de dez anos de experiência adquirida em empresas como Estée Lauder, Eve.com e Viant. Em sua palestra, abordará as melhores práticas para alcançar consumidores ambiciosos e de alto poder aquisitivo online.
Transcript of Suzanne Hader no E-commerce Summit 2010
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
