Who Is The Luxury Consumer? Digitally Marketing To The Affluent And Aspirational

Today’s consumer is becoming ever more complex – she is less brand loyal, transacts on the go, is influenced by increasing touchpoints, and pivots seamlessly between multiple devices. Melissa will share client success stories for harnessing this information and getting more share of wallet by making intelligent, data-driven decisions within your marketing mix. You will walk away with ideas on how to improve your spend strategy, maximize your ROI and gain a deeper understanding of today’s consumer.

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Moda Operandi re-imaged and re-launched their entire e-commerce technology platform, website and mobile app to create a high tech/high touch experience for today's luxury consumer. Keiron joins us again to show how he has taken the Moda Operandi shopping experience one step further by leveraging data and on site behavior to create a personalized site experience. His forward thinking and advanced techniques demonstrate how you can:
• Build onsite technology to track shoppers’ site behavior and purchase patterns
• Implement dynamic, online segmentation to better showcase products that the consumer will have interest in
• Move the consumer along the path to purchase by pushing personalized information to the online shopping experience

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As luxury consumers continue to choose online shopping over brick and mortar, it is imperative for your brand to have a premiere eCommerce platform that delivers the latest functionality, while also being visually appealing. But how should you decipher where your budget and time goes—to IT or Marketing? How do you balance both? The experts on this panel debate forms versus function in which they:
• Creating landing pages to grab your users’ attention and bring them into your brand’s lifestyle
• Performance ability: ensuring page load speeds/site performance are fast to capture customers’ short attention span
• Back to basics: providing a rich user experience with accurate search abilities to browse products
• Testing user experience before jumping on the “new, hot” technology

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Although online and mobile innovations are blurring the lines of experience and expectation, the ability to offer personalized service is what wins the day. As providers of products and services to the luxury market, it’s imperative for a company to understand its clients’ functional and emotional motivations, and to ensure a complete service approach that encompasses all of these needs to a unique and hyper-personalized level.

Better Homes and Gardens Real Estate, a leading lifestyle brand in the real estate industry, is looking toward the future of the role of the luxury real estate professional. Through a combination of lifestyle-based training tailored to the luxury agent, insightful thought leadership and a full suite of luxury marketing materials, the brand has built a foundation to empower its network of real estate professionals to capitalizes on personalized service, and transform their role to that of a trusted advisor. During this session, Jennifer and Amy:
• Discuss the role of lifestyle marketing, the consumer point of view and technology in developing a service-oriented approach
• Provide insights into how training can elevate service levels and inspire people to distinguish themselves in the competitive luxury segment
• Discuss thought leadership in the luxury real estate market

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Share a cup of coffee, break the ice, and meet the executives you’ll be networking with over the next three days!

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Millenials, or “Next Generation Consumers” are a hot topic for luxury brands—will they actually buy your products or are they just pinning and tagging them? How do Millenials want to be connected with—by SnapChat or email? Get the answers directly from the Millennials of the New York University Stern School of Business Luxury and Retail Club. In this focus group workshop, you have the opportunity to connect directly with your next generation customer; Thomai Serdari, Adjunct Professor of Marketing, leads the focus group with case studies and images that will spark meaningful conversations with the luxury executives around you. After, as an attendee of Luxury Interactive, you get exclusive access to the results that will be compiled in a whitepaper.

With Focus Table Groups Lead By NYU Stern School of Business Luxury & Retail Club Members:

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Enjoy this next hour on the second floor of the Time Life Building, which also happens to be where the executive offices are located; in the gallery, you’ll be surrounded with some of the most historical images and story lines Time Life has produced.

Help us help you. 10-minutes filling out this short questionnaire will lead to understanding one-year’s worth of business development you need to execute.

Annual luxury revenues today are $270 billion, and global eCommerce in luxury is growing at a rate of 30% per year. At this juncture, it’s a no-brainer that your global counterparts are fully onboard with all things digital….oh it’s not that easy? What may seem like an uphill battle is actually a door that can be opened for you to showcase your expertise. Learn from these executives on how to play nice with your global teams by:
• Not being afraid to push back on global budgets and constraints: be open and honest
• Building case studies for global headquarters to showcase digital clientelling success
• Need for agile workflow success: A/B testing per region versus global
• Balancing reports to headquarters and recognizing the need for ownership in each market

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Modern luxury brands can play to win in the digital space when they focus on engaging their consumer, delighting her, and connecting her to the brand. But…how do we justify this strategy with the business? What about the pressure on social media to produce sales? What are the right metrics to track and how? In this session, Jane discusses how Lilly Pulitzer shifted their social strategy to do “Visual Storytelling” by setting up a strategy that builds relationships and fosters a long-term commitment with the consumer. Jane outlines:
• Empowering your social media team to find the right metrics that support your targeted strategy
• Identifying the talent needed: what roles need redefining or buy-in from other departments to best build relationship:
o Aligning Social and PR to be the same team especially in a space where “influencer” is a broad definition
o Pulling in customer service support and training for social
• Strong vendor relationships that deliver the metrics that are right for your social strategy – not everyone else’s
• Case study successes: what it looks like when it all comes together, highlight a case study

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Luxury customers expect that every interaction in your brand’s stores is incredible, but managing the experience of those customers online requires a different approach because the expectations there are different. To capture a brand’s distinct, exclusive feel and authentic uniqueness in e-commerce environments and across the web, leading luxury brands are using photos collected from their own customers through social media. These photos evoke authentic luxury lifestyles, have the aspirational quality of brand-created images, and are proven to significantly improve the performance of brand advertising and on-site experiences.

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Luxury brands building their digital presence is not just about having an efficient website and posting an image to like to buy. Brands must be able to collaborate internally with digital-data AND creative sharing. As more luxury brands strive to build digital creative teams in-house, they must be cautious they are not ignoring what other brands are achieving. The executives on this panel lay out their plans for internal integration by:
• Project managing traditional creative services and creative online: segmenting timelines and talent
• Training in-house creative to be more nimble and absorb information quickly to be as agile as the web
• Combining art and science: ensuring a balance, taking charge of your brand voice and developing business content for your brand’s site and third party sites

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Take a break, catch up on those calls, but get new phone numbers by swapping business cards!

Aliza Licht is a social media superstar. A global fashion communications executive, she is the voice behind the wildly popular @DKNY PR GIRL twitter feed that now boasts over half a million followers. Known for her chatty and intimate tone, she has also become beloved for her top-notch career advice and her enthusiasm for mentoring, and has launched her first book, LEAVE YOUR MARK.

Drawing invaluable lessons from her experience as a top fashion publicist, Licht shares advice, inspiration, and a healthy dose of real talk in LEAVE YOUR MARK. Join Aliza as she delivers personal and professional guidance with a particular emphasis on communicating and building your brand.

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Hear what you will discover during the Leaders In Luxury Champagne Roundtables, as we pass the bubbles!

These interactive sessions are your opportunity to learn about the most innovative eCommerce and omni-channel solutions on the market in a relaxed setting. Each table will have a specific theme—please choose two tables for two rotations. A highlight of Luxury Interactive, these retailer-only roundtable discussions are your best opportunity to idea-share with your peers; have a glass of champagne and enjoy networking!

1. Success Stories: Reaching Today’s Luxury Shopper
Melissa Feemster, SVP and GM, Rakuten Affiliate Network

2. Powering Data-Driven Experiences: Crafting Brand Value And Customer Engagement
Mel Lim, CEO and CCO, MLD

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