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Social media transparency helps grow consumer pond: Facebook exec - Luxury Daily - Multichannel

Digital channels offer brands fighting for a relatively small group of consumers the opportunity to appeal to new audiences, according to panelists at The New York Times International Luxury Conference on April 6. While overexposure on social media has some worried about losing exclusivity, panelists from Facebook and The Paris Opera emphasized the opportunity it presents to appeal to an audience that could not be reached any other way. To be successful going forward, businesses will need…

Using an Algorithm to Figure Out What Luxury Customers Really Want

the enormous volume of data collected from mystery shoppers, online reviews, social media, blogs, and ratings agencies about customer preferences and experiences has become too overwhelming for any business (including mine) to assess. And as the luxury segment depends upon anticipating, and then exceeding customer expectations, this is a problem. In the absence of a more nuanced understanding of customer feedback, the data we collect today is driving the industry toward standardized service…

Social media users cannot get enough of empowerment ads - Luxury Daily - Marketing

Empowerment campaigns on social media have grown exponentially in recent years and while a slew of brands have adopted the idea in their own manner, the strategy still provides benefits if the authenticity is there. Brands such as Dove, Nike and Always have taken to social media in attempts to make a difference for women’s issues, and now with so many other brands getting on board, the subject matter is not slowing down, although this will not be a problem for marketers that create…

Are luxury brands clicking on the right buttons?

If you think luxury products are ahead on salesmanship, then consider this: Prada didn’t even have a website till 2007. Today, the brand not only has a website that matches the latest design standards, but also sells online in the US and has a wide social media presence. Many other international luxury brands not only sell online in the US and Europe, but also in China. Burberry, for instance, having taken up digital as a path to reinvention, employs myriad techniques and technologies to…

Luxury hospitality brands must focus on fine-tuning social media strategies

A surprising number of luxury hotels and hospitality brands have put stock into accounts on Google+, but the effort is proving fruitless, as consumers are not interested, according to L.I.K.E. Hospitality Consulting. While Google and hospitality marketers would like to believe that their presence on the social media platform is making a difference, unfortunately consumers just do not flock to the channel as much as others. Facebook and Instagram are proving to obtain the most engagement…

Op-Ed

Over the last three months, Chinese consumers purchased 115,000 authentic Coach products worth $14 million on Taobao (Alibaba’s largest marketplace) and Jingdong (known as JD). When annualised, this equates to 455,000 products and $56 million in revenue. An impressive accounting for Coach, for sure — except Coach didn’t actually sell any of the items, at least directly. Coach, like other brands that Bomoda analysed in the past six months, has a significant challenge in the form of Alibaba…

AccorHotels looks to online, luxury to boost earnings

AccorHotels expects investment in its online business and its expansion in the luxury hotel sector to lift earnings and allow it to triple revenue in the coming years, CEO Sebastien Bazin said on Wednesday. AccorHotels, which competes with InterContinental, Marriott and Starwood, is undergoing a reorganisation initiated by Bazin, who took over in August 2013. Bazin told reporters ahead of an "Investor Day" that AccorHotels expected to triple its business volume within 3-4 years from a…

A quoi ressemblera le luxe en 2020

Le débat de savoir si l’on doit, en tant qu’acteur du luxe, avoir une présence numérique est anachronique : les consommateurs y sont, il faut y être également. Mais il ne s’agit pas uniquement de développer un site de e-commerce : le digital doit être une source d’interaction, un moyen d’échanger avec ses clients et sa communauté, de suivre la relation, et d’optimiser un discours cohérent sur toutes les plateformes. Les acteurs du luxe ont accumulé un retard en ligne, et ceux qui ne…

Jing Daily debuts “Luxury on WeChat 2016” research

With more than 700 million users, WeChat has evolved over the years from becoming China’s most popular mobile messaging app to emerging as a mini operating system on its own that is integral to the daily lives of Chinese consumers. The luxury industry has quickly caught on: while only about half of global luxury brands had a WeChat account two years ago, now over 90 percent of them maintain official accounts on the app. Many brands new to WeChat have a wide range of opportunities to realize…

Fortnum & Mason encourages ecommerce browsing with holiday gift hunt

British department store Fortnum & Mason is setting consumers on a “great gift chase” to track down a Christmas character that has gone AWOL. As part of its “Together We’re Merrier” holiday campaign, Fortnum & Mason is encouraging consumers to participate daily in searching for the missing character. During the season of giving, many retailers and brands rely on interactive Advent Calendars and gifting guides to spur repeat visits.