As customers make the move to buy less frequently, their purchases have become much more carefully researched and considered. In the luxury sector, it has become harder and harder to generate impulse purchases without the implication of discounts or incentives. Focusing on establishing content across all channels on your core pieces and messaging will assist in this research phase of the customer’s behaviour, but that’s only part of the story. You have an army of loyal customers who already believe in your brand, understand the quality you offer and likely have something to say about it.
The opportunities to seek reviews, comments and testimonies from customers is an area many brands are yet to fully explore. Adding a review function to your product pages can be highly beneficial, but there’s so much more that can be done here. Build a legacy behind your pieces through utilising customer’s opinions, experiences and their own content.
Align your teams and work with content creators to create dual purpose content – can you utilise their experience of wearing with your products to support the product on site? How do they style it? How many ways can they wear it? Directly aligning your brand’s activity to the product in question, effectively connecting the dots, makes sure your investment in this area works as hard as possible.
Similarly, what content could be created from utilising existing customer’s testimonies and content? Millennials and Generation Z shoppers are prepared to spend their hard-earned money on luxury items, but their research prior to that final click will be thorough. They’re certainly not immune to the persuasion of an influencer’s promotion, and the path to purchase is likely to just be much more considered.
In this sense, the fast-fashion leaders are making headway that the luxury sector is yet to do. Take H&M, for example. Their widely promoted #HMxME tag creates a curated feed on Instagram of their product, allowing the in-house team to sift through the best examples and pull them into the product pages and content articles that focus on the product featured.
The research stage is brought directly to the customer, served on a platter to them to encourage conversion. Why shouldn’t this curated persuasion be utilised by the luxury sector to confirm the status of their products?
If budget is being laid down to establish influencer content, look to make it work for you both on and off social media platforms. Be savvy with agreements and look to include terms that allow you to utilise the content on site, it’s likely no influencer will be unhappy for the exposure if a credit is given.
In short, confirm the reasons to purchase. Establish a legacy. Celebrate your differences.
Want to talk more about engaging your customers in the right way? Get in touch with us today.