This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)
In determining the most effective model for mobile interactions with shoppers, specifically in the luxury segment, the limited runway for experimentation must be designed as more couture than prêt-à–porter. The margin for error is infinitesimal. Careful planning and execution of precision touch points are essential to ensure brand communication hits the mark with a compelling purpose. The aims should be engagement and actionable closed loop sessions that incorporate time-sensitivity and exclusivity as essential variables in the mobile success formula.
Luxury mobile marketing success is realized through an effective chronological sequencing of exclusive value-driven functions that play to the strengths of the mobile medium. Focus must be given to location recognition, knowledge of the shopper, proactive personalized messaging, a clearly defined consideration path, behavioral rewards, and providing an avenue for sharing within a tightly-knit social graph. At its most elemental, the predictive model for productive influence in mobile marketing from the consumer’s point of view must be designed within the following framework:
- Know my location
- Cater to my interests
- Engage me through exclusivity
- Encourage me to act
- Reward me
- Allow me to share
One of the primary distinguishing functions of smartphone devices is location-awareness. Knowledge of the location of an app subscriber through their GPS coordinates allows savvy marketers the opportunity to proactively communicate messages designed to drive shoppers into the boutique. A deep understanding of a shopper’s interests and stylistic preferences allows mobile marketers to engage the luxury shopper with a curated selection of styles for consideration, accompanied with an invitation to an individual consult with an associate.
Incorporating features of exclusivity and time-sensitivity as essential variables in the mobile success formula serves to create a Marionette Effect – a well-orchestrated manipulation of luxury shopper passions fueled by the desire for that which only a limited few can attain. Exclusive access to pre-release styles, private viewing parties for new collections, audiences with designers, and limited invitation private trunk shows are all excellent examples of calls to action that are in-line with the luxury brand experience. These elements of proactive engagement, actionable events, and exclusive rewards create intimacy between the brand and its aficionados through personalized, relevant communications most effectively delivered through the mobile medium.
Enabling the social influence of tightly formed networks of like-minded fashion enthusiasts allows for the completion of the predictive model for mobile marketing success. Permitting luxury enthusiasts to share branded content within their social graph via Facebook and Twitter, or to share venues of exclusive events via check-ins through location-based apps like Foursquare or Facebook Places, empowers the brand with viral communication platforms to engage other valuable influentials with confidence.
The luxury shopper has very little patience for clutter or noise. Precision mobile engagement takes on added importance given the personal nature of the device. The predictive model for mobile app marketing provides a framework for successful engagement, but an ever-present consideration of how to connect in an exclusive manner is the lifeblood of truly compelling loyalty campaigns. Exclusivity is the most basic desire of luxury shoppers. Enjoying access to goods attainable by only a select few and relishing intimacy with the world’s most coveted brands fuels desire. For any mobile marketing campaign to be truly successful, brands must incorporate elements of time-sensitive exclusivity to create immediate passion and deliver engagements in-line with the luxury of the brand experience.