Luxury brands need to step up when it comes to the online world. About 40% of high-end brands don’t sell via the web because it “detracts from the physical store experience.” Most consumers (approximately 97%) consult the internet before spending, and many millennials trust peer reviews on social networks more than sales assistants. So, at the very least, luxe brands need to be active on social media.
Burberry, however, is an exception. The retailer was the first top luxury brand to allow shoppers to order products online and pick them up at stores. In 2010, Burberry streamed runway shows live on the web and allowed customers to order clothes straight from the show. Burberry also has an iPad app that gives data to in-store staff regarding an individual customer’s past purchase history, as well as an online forum. Digital is a “fundamental part of our brand from both a commercial and marketing perspective” says a Burberry spokesperson.
Consumer now go online, if not to actually make a purchase, to research a purchase. It’s vital that your company be found online. An online marketing campaign involves many parts, all working together towards a common goal…increased revenue and long-term relationships. Traditional marketing (newspaper, radio, etc.) no longer have the reach or impact that they used to. So, quit wasting your marketing budget on marketing that is no longer effective.
Online is the way of the world, and companies (including high-end retailers) need to jump on the bandwagon or get left behind. Your company is no exception. Consumers will judge your company by your online presence. Make sure yours is strong and that you’ll be found. These days, if you aren’t online, you aren’t an option. Assess your online presence with our marketing grader below. How do you rank?