Executives from iProspect, McCann Truth Central and MRL Communications who spoke during a Luxury Daily webinar said that luxury marketers who did not give in to discounting, but offered multichannel experiences did not lose out during the holiday 2012 season.
Articles Tagged ‘holiday marketing’
The increase in holiday transactions made via ecommerce channels as well as the tendency for consumers to exchange unwanted holiday gifts leaves luxury marketers with the opportunity to gather information from prospects and impress them through in-person and digitally-based service in the coming weeks.
Today in luxury marketing – Givenchy to skip January couture; Ferragamo renews distribution deal with Trinity; Online retailers have gone to some crazy lengths to give you one extra hour of Christmas shopping; Midsize cars fare better than luxury models in newest crash test.
British marketer Burberry is rounding out its product-focused holiday efforts through a musical, animated social video that pushes visits to its most technologically-advanced flagship store in London.
Luxury marketers that push service and personalization in the days leading up to Christmas will likely trigger more last-minute purchases from affluent consumers compared to brands that offer discounts, experts agree.
Mercedes-Benz USA is pushing its Winter Event through a multichannel campaign that nods to Santa Claus’ “Naughty or Nice” list in a commercial and e-card tool.
Luxury marketers that have not yet incorporated geotargeted calls to action, optimized shopping capabilities or search engine optimization into their holiday mobile strategy may be out of time, but there are quick fixes to consider, experts say.
Danish brand Georg Jensen is asking consumers to stop by its new Bond Street location in London to tie a wish to the in-store Christmas tree which will fuel a donation to the Danish Red Cross.
U.S. fashion house Michael Kors is encouraging consumers to fill their downtime on a just-for-fun microsite that asks users how they want to celebrate the holidays while the label subtly pushes ecommerce.
French fashion house Louis Vuitton is engaging consumers in a digital holiday experience on its Web site that is centered on symbols of luck and encourages users to create their own gift wish list.