Most who shop for luxury goods aren't affluent, but they do enjoy a special shopping ---and advertising---experience
When I hear the words "luxury shopper," I picture a pampered heiress with a hamster-sized dog in her designer purse or Thurston Howell III, who packed a suitcase of cash and several changes of clothes for his fateful three hour-cruise. But our recent study on the habits and preferences of today's consumer package goods luxury shoppers proves that's not accurate: 60% of the 56 million Americans who shop for luxury goods are considered "non-affluent" ---although they all seem to prefer a high-end shopping experience.
Our study also found that 29% shop online with the intent to buy a few times a week---so to build on our last infographic from this research, we've selected four findings that focus on how online marketers can shape their content and campaigns to connect with today's luxury shoppers.
Match online and offline experiences: Offline luxury shoppers enjoy personal service, pampering, and the feeling of being envied, while online shoppers report having a "calm, "informed," and "discrete" experience (see more online shopper attitudes in graphic below). Marketers should strive to blend in the seductive, thrilling, and high-touch service of offline luxury shopping in their online shopping experiences.
Attitudes of online luxury shoppers
Keep your ads luxurious: Discounts and price promotions don't fit with shoppers' expectations for luxury brands. Shoppers say online ads should create an atmosphere of luxury through high-end design and photography (84%), and placement on sites where luxury brands belong (53%).
Target the luxury wish list: Here are the leading items that all luxury shoppers---both affluent and non-affluent---shop most for each week: clothes and accessories; food; and beauty and grooming products. Ranking right behind them are things for the home: decorations, improvement items, and furnishings.
So what's your favorite luxe item to shop for online? At the ad blog, we're split between designer sunglasses and centuries-old scotch. Give us a shout.
