Strategies For Selling to Luxury Consumers
When it comes to selling to luxury consumers, brands need to understand their expectations. On a surface level, these can be boiled down to exceptional customer service both in-store and online, the highest quality products, and a compelling brand story.
But it’s not enough to just be aware of these expectations. Brands need to live and breathe them at every customer touchpoint, leveraging strategies that captivate and convert even the most discerning of clientele.
Today, we’re focusing specifically on marketing strategies for luxury brands.
7 Strategies to Attract and Convert Luxury Consumers
For luxury brands, there’s no room for imperfections. Luxury consumers don’t have the patience for poor experiences, services, or communication, especially when they’re shopping for higher-ticket items.
That’s why luxury brands and retailers have to have air-tight full-funnel strategies, from captivating storytelling and visually stunning content at the awareness stage, to personalized experiences and exclusive offerings at the conversion stage, as well as outstanding customer service post-purchase.
Let’s walk through some of these strategies now.
SHARE YOUR BRAND'S NARRATIVE
With so many products and services on offer — especially when shopping online — branding is the most valuable asset to draw luxury consumers in. When it comes to choosing between two beautiful products, the customer will opt for the brand that resonates with them the most.
So, how do you engage consumers with your brand? Through brand storytelling.
A brand’s narrative includes the why, the history, and the values of a brand. This should, in some shape or form, be present across all communications from brands.
Customers don’t just want facts and data about the products they're buying. Any brand can do that. They want to hear the message delivered in a way that evokes emotion and captures their attention, taking your unique brand story to deliver something completely new from what they’re used to hearing.
Once you’ve engaged your customers with the narrative, slipping in some impressive facts can’t hurt. Like this one: Storytelling can be up to 22 times more memorable than sharing facts alone.
Bremont is a brand that understands the power of storytelling. On their About page, you’re instantly met with their mission: Take it further. This slogan is accompanied by powerful visuals of stunning landscapes and people on adventures, showcasing the Bremont watch in action within these environments.
Scrolling down, you’re met with text that reads “Pushing the limits doesn’t come naturally to everyone.” A brilliant way of introducing exclusivity for a brand, without being inaccessible. The copy talks about how the brand champions self-confidence and courage. Even if you might not be an adventurer, many consumers are still inspired to embody these values, which, as a result of powerful storytelling, they feel they can do with their Bremont watch in hand (or on wrist).
CELEBRATE THE CRAFTSMANSHIP BEHIND YOUR PRODUCTS
It’s not just the brand that can tell a story. When purchasing luxury products, consumers want to know the story behind each piece. Luxury is synonymous with craftsmanship, and brands that celebrate this artistry resonate deeply with their consumers. From the finest materials to the most intricate detailing, every aspect of a luxury product reflects the dedication and skill of its creators.
Patek Philippe shares the story behind its fine craftsmanship on its website. They detail “the human touch” and the “irreplaceable skill of hand-finishing” which is exactly the kind of thing that luxury customers like to share with others about their purchases. The brand talks about how these skills have been “passed down through generations” echoing the sentiment of brand heritage and a type of skill that you just can’t get elsewhere. They even share videos that demonstrate each tiny detail of hand-finishing that goes into their luxury products.
MAKE YOUR COPY INSPIRING
Crafting compelling copy is a fine art — and great copywriting helps to distinguish between the most luxurious of brands.
It’s not just a brown bag with different straps, oh no. In fact, it’s a rich, sumptuous cocoa-brown bag that catches the light with every move. This luxury statement piece can elevate every look, from daytime use with the elongated shoulder strap, to your evening looks with the dainty strap.
Irresistible copy is no stranger to Brioni. On their Dark gray nubuck Appia loafers product page, you’ll find a product description that sounds like it’s been written by the Greek Gods. These loafers weren’t just made with light and flexible material. They were “realized with a light and flexible construction”.
CREATE DESIRABILITY AND INSPIRATION
In the age of social media, desire is cultivated through aspirational lifestyles and imagery. Influencers share aesthetic photos of affluent products, experiences, and vacations, featuring designer and luxury brands.
Consumers turn to these influencers for their style and often purchase similar products. Luxury brands can leverage the power of social media influencers with larger communities to spark consumer interest around specific products, ranges, or events, and drive sales. The user-generated content can be used on the brand pages to build a portfolio of aspirational product imagery.
Luxury brand Giaborghini often shares influencer imagery on its Instagram page amongst its own product imagery, showcasing their products in lifestyle settings. It also allows the brand to tap into the community of each influencer, drawing in new customers and encouraging customer loyalty.
CULTIVATE FEELINGS OF EXCLUSIVITY AND SCARCITY
Luxury consumers tend to prefer exclusive and scarce products, rather than jumping into mainstream mass-adopted trends. By carefully controlling supply and creating limited-edition offerings, brands can elevate their products to coveted status symbols.
There’s no better example of this than the Hermès Birkin bag. It’s notoriously difficult to purchase a birkin, available only to the most loyal of customers. That, along with its aspirational price tag, makes it one of the most scarce and exclusive items that consumers can access — meaning that everyone wants one. In fact, its supply is so low in contrast to its demand, that Birkins are considered an investment in the world of luxury.
MAKE PERSONALIZATION A PRIORITY
Tailoring experiences to individual preferences is a defining characteristic of luxury. Personalized products, services, and experiences transcend the conventional transactional model, forging deeper connections with customers. Each bespoke creation is a testament to the brand's commitment to honoring the individuality of its customer base, while maintaining the core of the brand.
From made-to-measure clothing that truly gets the perfect fit, to the ability to customize features of a purchase to one’s personal taste and style, personalization is key to driving luxury sales. Today, personalization extends beyond tangible goods to the digital experience, including personalized interactions at every touchpoint along the customer journey. Tailored recommendations, exclusive offers, and custom communications delight and engage consumers.
The Coperni Mini Meteorite Swipe Bag is a limited edition bag that incorporates actual meteorite. Each bag is exclusively handmade, so that each bag will look slightly different. The meteorite is also sourced individually per order from across the world. Although the customer can’t necessarily request specific personalizations in this case, they can carry the bag knowing that it is truly one of a kind.
PROVIDE EXCEPTIONAL CUSTOMER SUPPORT EXPERIENCES
Luxury consumers expect nothing short of perfection, and that includes their customer experience. Providing a seamless and personalized support journey — both during and beyond a purchase — is key to fostering customer loyalty and maintaining a positive brand reputation. It also serves as a cornerstone for word-of-mouth recommendations and positive online reviews, both of which are essential for sustaining brand relevance and differentiation in the increasingly competitive luxury market.
Tiffany and co, for example, believe that no question is too small or request too big for their client advisors. On their customer service page, customers can schedule a consultation with their diamond expert, book an in-store appointment, or request a repair. They can also reach an advisor directly by phone or email, or explore the many FAQs and customer guides available.
Create Your Bespoke Luxury Brand Strategy
A luxury brand’s marketing strategy should be as expertly crafted as its products and services. To work with the professionals that sit directly at the cross section of luxury and marketing, then look no further than the team at Block & Tam.
