Keeping The Focus Of The Customer In-Store AND On-The-Go

It’s our last day of Luxury Interactive 2015, so be sure to fuel up so you don’t miss any of the amazing presentations!

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With today’s technology, luxury consumers expect clear, interactive, and accurate information and images. Felicia Yukich oversees the global master brand platform and campaigns across all Four Seasons marketing channels, including brand photography and video guidelines, and has a firm grasp on not only what to show the customer but how to interact and entertain them. Throughout this presentation Felicia discusses:
• Integrating high-touch technology in a luxury world: what works and what does not work
• More than images: showcasing the essence of your brand’s core through stories
• Encouraging 1:1 interaction and consumer to consumer marketing—let your consumers know you are enjoying their experiences with them

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Your role in the retail environment has changed: you need to use your left and right brain, balance art and science, and be a creative while also being a scientist. And let’s not forget, you need to sell your product, but with white gloves on. The executives on this panel explore how they have adjusted their mindsets internally to enable the marketer to be a data scientist by:
• Forgetting the pretty: conducting A/B testing to understand what online content is grabbing users’ attention
• How personal is too personal? Straddling the intrusive line of curated selling based on CRM
• Attribution marketing models: planning your best plan of attack and breaking down information to relay to teams
• Experimenting with blending of content and commerce—your content moving consumers around the site to discover more product

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It’s the last day of Luxury Interactive, but we promise, the best is yet to come—grab a cup of coffee (or mimosa glass) to settle in for the rest of your learnings.

Luxury brands must ensure their online experiences are seamless across channels. The luxury consumer does not browse on the phone; they buy. By thinking about your mobile experiences with eCommerce top of mind, your brand will yield higher impulse buy conversions. The experts on this panel are changing the way their brands think of their eCommerce and mobile strategies by:
• Catering to the on-the-go customer and building a framework for smooth, one-click checkout
• Resourcing talent: running a mobile site and online site—how do you balance the two?
• Is an enhanced mobile site enough? Deciphering if an app is still necessary for your brand
• Building trust for your customers so they know it’s safe to buy on mobile

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As consumers browse and compare online, it’s imperative you keep track of their buying process to engage with them at their formed “judgement” points. Understanding customer behavior on channels, and being able to target them on those channels, sets your brand up for success. Join Sarah as she discusses tactics she has implemented at SHOPBOP for custom messages that have lead to eCommerce success:
• Analyzing online components that build a sophisticated attribution system to identify at what point in the purchase journey a decision is made
• Engaging with consumers on-demand at the formed “judgment” points
• Understanding customer behavior on channels and reaching them through those same channels
• Setting up proper success metrics to understand the value of your digital display campaigns

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Nearly half of Millennial and Gen X consumers “like” brands on social media. So what do you do now? Are these people actually buyers? Maybe not yet- but maybe some are…and their disposable income will only continue to grow. We know these Millenials like to take their selfies with the newest luxury acquisitions, so tap into their mindsets. The executives on this panel share their knowledge as to how this fast-moving generation ticks by:
• Focusing on future buyers without alienating current customers
• Cultivating a younger audience: using platforms to show products that fit into their lifestyle
• Working with a millennial ambassador: letting them take control to push content on their terms, and the challenges that come with it
• Measuring the return on influence…and turning it into investment

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Don’t forget to visit the Solutions Lounge to discover what cutting-edge technology will take your business to the next level!

At Kohler Co., Elizabeth Brady and James Sandora have been looking to leverage their brand’s history to define its future. As such, they have had a meeting of the minds to define brand architecture, and the critical components of brand evolution. By creating continuity through brand experience, they have set out to build digital organization development, setting the organization up for long term success. In this session discover stages of digital evolution, and organizational development by:
• Thinking small and the power of incremental change: defining what 'startup' dynamics truly means for large organizations
• Using the intersection of brand and digital platform development to define customer experience
• Defining 'omni-channel' for brand marketing
• Defining a brand ecosystemn: breaking down strategy for channel alignment

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E-mail marketing can be one of the most effective revenue generators available to eCommerce companies today. By tracking and analyzing customers’ browsing and purchasing behavior, one is able to effectively build personalized e-mail campaigns that maximize customer value. In this session, Justin discusses how he revitalized GHURKA’s e-mail’s success with these tactics:
• The first step to an effective e-mail marketing program is gathering data on customer behavior
• Creating automatic personalized email campaigns is highly effective when compared against “batch and blast” methods
• Testing each campaign is essential to overall success

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Last call for cocktails and networking!

These interactive sessions are your opportunity to ask Q & A, and take a deeper dive into the topics from earlier presentations and network in a relaxed setting.

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