Which strategies should adopt the Luxury Brands on Social networks?

Not only luxury consumers uses mobile applications, it is a good opportunity for the brand to build a strong relation with their clients. ”mobile enables luxury brands to reach consumers at each step in the marketing funel-awareness trial, persuasion and loyalty” said Mickey Alam Khan, Editor in Chief at Mobile Marketer, Mobile Commerce Daily, and Luxury Daily.

It is possible to create one’s own application. Therefore, there is room for creativity. Luxury brands can seize this opportunity by inventing a unique, innovative and entertaining application adapted to their customers. The mobile offers a small interface so the rapport with the clients is really close and personal. In order to realize an application suitable to the client, the brand should know his needs, habits and expectations very well.

Moreover elaborating an application is a complex technical operation so they should external the activity by asking a specialist in creating mobile’s application to realize it. Indeed, we have already seen that luxury brands should be perfect in every operation they do; they do not have the right to mistake. The application should be well cared for the aesthetics; the contents and the interactions it offers.

The mobile’s applications can have two aims: the first one is the utility, one will use it because it provides him a service, it simplifies his life or enables him to save time. Indeed the time is a precious asset in our society where everything goes always faster and, unfortunately, it is a resource that cannot be bought.

Therefore, every tool that allows us to save time is more than welcome and very much appreciated. On another part, mobile users wants to play, they are looking for entertainment. We use our phone when we are in the bathroom, in the public transport, when waiting for someone to kill the time or to do a little break to escape from our stressing duties.

For example, the huge American retail store Saks Fifth Avenue offers an exclusive service through its Stylewhile application. The consumer can choose a virtual model, which has the same body shapes as him. Then he can try on it a few outfit, mixing different pieces from the store. Thus, the customer can have an idea of the allure it has and if the pieces matches. The total price is displayed and if the client is satisfied by the look, he can go and buy it directly on the e-shop of Saks.

This is a good example of a thought-through application, designed to both entertain the customer and improve its buying experience: thanks to the visualisation of the total look, the consumer can avoid some mistakes and then reduce the number of its returns.