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Departments
Retail Scope
Businesses targeting high-end shoppers must have an engaging website, as well as a proactive social media and mobile platform, according to Affluents Online, a recently released study by Unity Marketing that showed that high-end consumers have fully integrated the internet into their luxury lifestyles.
The survey, conducted among nearly 1,000 affluent consumers with an average annual income of $248,900, found that 98 percent used the internet to shop and make purchases in the three-month study period. On average, they spent $3,702 on their high-end online purchases. “Online shopping is ubiquitous among affluent consumers. The typical affluent consumer spends about five hours a week online conducting shopping-related activities,” explained
Pam Danziger, president of Unity Marketing.
Other key findings:- Growing impact of mobile use among the affluent. Nearly 40 percent made
an online purchase in the past three months using a mobile device, rising from
22 percent a year ago. However, mobile usage still lags among the mature
affluents aged 45 to 70. - Social media usage, defined as having one or more profiles on a social networking site, has effectively plateaued at over 80 percent, showing no significant growth from 2011 to 2012. While affluents aged 24 to 34 are the most active on social media, 74 percent of the oldest age segment, 55 to 70 years, use social media.
- More affluents, especially women, created a connection with a brand through
social media. - Affluents connect with brands primarily to gain access to discounts and special offers, but also like sharing their passion for brands with their social networks.
- Social media has the potential to reach most any luxury consumer — young or
old — the HENRYs — high earners not rich yet — the top 2 percent
ultra-affluents and even the high-net-worth rich individuals.
The Robb Report launched an iPad edition of Robb Report Watch Collector, its
annual magazine devoted exclusively to watchmaking. Jewelers unBLOCKed™
partnered with Robb Report to offer an exclusive jewelers block insurance policy
through the Chubb Group of Insurance Companies.
The Robb Report Watch Collector app will feature in-depth sections on core watch categories. As part of the app, Jewelers unBLOCKed™ will offer information on insuring timepieces, as well as purchasing, documenting, caring for and valuing watch collections.
Signet Jewelers Ltd. reported that its strategic collaboration with IBM to transform
the multichannel experience for its U.S. customers resulted in consistent sales growth, including a year-over-year increase of 49 percent in online sales, according to the company’s recently released holiday sales report on fiscal 2013.
IBM and Signet worked together on a major ecommerce strategy and digital marketing redesign for Signet’s national U.S. store chains, Kay Jewelers and Jared the Galleria of Jewelry. The goal was to deliver a more consistent, branded and personalized customer experience for customers everywhere they shop, whether in a physical store, online or
via mobile.
Key components of the multiphase strategy included the launch of new transactional mobile sites, enabling customers to purchase from their mobile phones, a redesign of
the Kay.com and Jared.com websites with new custom features that deliver a more
guided, personalized shopping experience and an elevated social media presence to
foster brand advocates.
In addition to the customer service enhancements, Signet U.S. also innovated its
online credit practices, introducing first-to-market solutions for its industry. As part of
this effort, new credit customers now have the ability to access payment information and existing customers can review available credit balance and account details on the Kay
and Jared sites.
Digital metrics firm comScore Inc. reported that the number of video advertisements
in December surged 59 percent to 11.3 billion, while total ad minutes jumped 36 percent
to 4.1 billion minutes. The frequency of ads per viewer surged to 70, up from 46 one
year ago.
The number of U.S. internet users who watched video content online in December
held steady at 182 million from one year ago. However, the number of videos viewed
fell 11 percent year on year to 39 billion.
Google video properties, which includes YouTube, maintained its dominance as the top video content provider in December by attracting 152.9 million unique viewers. Facebook ranked second, attracting 58.7 million viewers, followed by VEVO, NDN, Yahoo! Sites, AOL, Viacom, Microsoft Sites, Amazon Sites and Grab Media Inc.
Helzberg Diamonds became the exclusive jewelry retail partner for David’s Bridal
in the U.S. The partnership creates a “one-stop resource for brides to be” according
to the companies.
Through this new partnership, the companies expect to expand their reach to brides
and their bridal parties. Beryl Raff, the chairman of Helzberg Diamonds, cited research showing that bridesmaids are likely to become brides themselves within two years of a friend’s wedding.
The new partnership generates additional channels of consumer communication for both organizations. Marketing efforts underway include Helzberg Diamonds product features at the David’s Bridal website, instore signage, catalog and email marketing. Brian Beitler, the chief marketing officer (CMO) for David’s Bridal, said, “Our cultures are very similar and our local market footprints are ideally matched.” Article from the Rapaport Magazine - February 2013. To subscribe click here.
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