Affluent Buyers Exposed: Get The Full Exposé

Ever wonder what makes affluent buyers tick? It turns out they are a unique group in the way they interact with their favorite brands online and in stores.

They prefer exclusive opportunities and personalized experiences, and they're flocking to online retail spaces.

Published in: Retail, Services, Marketing

Affluent Buyers Exposed: Get The Full Exposé from Needle

Transcript

• 1. Affluent  Buyers  Exposed:  The  economy   might  be  in  a  long,  slow  recovery,  but   affluent  consumers  in  the  US  indicate   they’re  ready  to  conAnue  spending  as   much  as  they  have  been.    
• 2. InteracAve  slides  ahead:  Watch   for  symbols  (to  tweet)  and  links   (to  learn  more)  throughout  the   presentaAon  to  share  or  access   addiAonal  content.    
• 3. The  affluent  consumer  audience   requires  a  unique  strategy  to  sell  to   them.    
• 4. The  affluent  consumer  audience  has   mulAple  digital  devices.  
• 5. 40%  of  the  affluent   consumer  audience   will  showroom  and   then  purchase  online.  
• 6. Affluent  consumer   are  unique  in  the  way   they  like  to  engage   luxury  brands.  
• 7. 49%  of  affluent  internet   users  would  opt  in  to   receive  emails  from   luxury  brands.  +2x  over   preference  to  receive   texts.  
• 8. For  many  affluent  consumers,   the  appeal  of  buying  luxury   goods  goes  beyond  owning   the  actual  item…  
• 9. …it’s  the  experience   surrounding  the   purchase  of  an   expensive  item.    
• 10. The  exclusivity  a  brand  offers   a  customer  is  a  key  element   of  the  luxury  experience.   They  appreciate  experiences   such  as:  Limited-­‐ediAon   merchandise,  the  first  look  at   a  product,  and  personalized   service.    
• 11. TranslaAng  that   experience  to  the   digital  realm  is  one   reasons  luxury   marketers  iniAally   balked  at  the  idea  of   creaAng  virtual   spaces  for  their   goods.    
• 12. But  with  the  amount  of  Ame   spent  online  growing  nearly  one   quarter  from  2011  (32.8  hours)   to  2013  (41.6  hours).    
• 13. This   opportunity  is   increasing   fast.    
• 14. Product  Discovery  Channels:  48%  online;  50%  in-­‐store.   Product   Discovery   Channels:  48%   online;  50%  in-­‐ store.  
• 15. How  can   brands   capitalize  on   this   opportunity …  
• 16. and  duplicate  the   connecAon   between  a   trusted  sales   associate  and  an   in-­‐store   shopper…  
• 17. when  the  online   shopper  can’t  touch,   smell,  or  try  on  the   product?    
• 18. The  answer:  Connect   affluent  consumers  with   a  luxury  brand   advocate/expert.    
• 19. “These  aren’t  the  idle  rich.  These   are  people  who  use  online   resources  to  save  Ame.  And  they   will  spend  money  to  save  Ame.”  – Skip  Brand,  Co-­‐founder  &  CEO   Newco  bbd