The brands Chanel and Gucci are synonymous with high-end luxury. Anyone familiar with the Gucci brand knows that the famous GG logo is on everything. It’s found on the iconic Jackie Bag made famous by Jackie Kennedy to the much-loved men’s Horsebit leather loafers. Chanel, which was founded by Coco Chanel, is famous for its timeless designs, trademark suits, and little black dresses. Both Chanel and Gucci have luxury stores located around the world. So, they draw in both regular shoppers and tourists there just to look. However, they also have app marketing strategies in this new age of tech.
A recent survey conducted by Boston Consulting Group concluded that true luxury consumers prefer shopping in brick-and-mortar, mono-brand stores. These consumers enjoy being able to touch and try on products while being surrounded by the luxurious environments these establishments offer. The survey also found that luxury consumers put a great deal of value on receiving personal service by actual sales associates.
App Marketing Strategies: Tapping Into the Power of Smartphones
Chanel and Gucci are using the power and convenience of their customers’ smartphones to deliver personalized service. Shop assistants at Chanel show visiting customers how to set up their accounts on the brand’s web-enabled app. There they can find product info, save products for shopping later, and get some helpful application tips.
Gucci launched its first call center based in Florence. Several more are in the works. Customers the world over can contact Gucci shop assistants via their smartphones. Over the past few years, Gucci has enhanced its app marketing strategies by using social media and mobile apps. These enrich customer engagement and to drive sales.
Reinventing Customer Engagement & Driving Marketing
Chanel and Gucci are both working to increase sales and customer engagement. They are doing this with their new tech-driven campaigns. But there’s more to it than that as these high-end brands are using tech to monitor customer interest and to enhance their marketing efforts. They know that today’s luxury consumer wants a personalized shopping experience as well as the speed and efficiency of technology. These two companies are putting app marketing strategies in place to please today’s more demanding, tech-savvy customers.
Customer engagement is really everything in the business world, including in the luxury brand marketplace. Customer engagement helps a business:
- Gain new customers
- Build customer trust & loyalty
- Drive customer purchases
- Deliver better customer service
- Encourage referrals
In short, offering top-notch products and excellent engagement will make a business more than just another company, but rather a business people want to have a relationship with. Keeping customers happy by engaging with them using technology is what the most successful marketers are focusing on today.
Competing With Newcomers
The world’s rich heritage of luxury brands is steeped in tradition. These brands must remain competitive to newer brands that are out to disrupt the luxury market. They do this by offering potential customers new digital experiences. The key to marketing a luxury brand to a younger, tech-savvy consumer base? It is to tap into available technology, which includes things like:
- shopping apps
- digital signage
- social media marketing (just to name a few)
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If you’re running a business, you know you need a solid marketing strategy to stay on top. At V12 Strategies, we offer an array of marketing services. We want to meet the unique needs of your business. We’d love to hear from you soon and help you get the results you need.