In the 1990s, Ford Motor Company decided to expand into luxury and created a division called the Premier Automotive Group (PAG). Through this group, it purchased Aston Martin and Jaguar and premium automobile brands like Volvo and Land Rover. Ford thought it would have the same success with PAG. They applied the Ford methodologies for marketing, manufacturing, operations, and management to PAG. Unfortunately, Ford failed to apply its mass-market Real Estate Photo Editing approach to PAG. Around 2007 it had to dismantle the division. Keep that in mind, regular mass-market and mid-market strategies don’t work for premium brands. Decide what differences need to be done to increase sales A website is the digital storefront of a brand. Removing, adding or changing elements to a website can make either a positive or negative impact.
The site analytics should examine by the agency team to understand which areas need support. A/B testing, usability tests, session recordings, mouse tracking, and qualitative survey research should also be conducted to make the necessary improvements. Otherwise, the changes can negatively affect your conversions. Understand your target audience better You should be able to understand your visitors’ wants, needs, questions, and objections to effectively communicate and convert them into customers. Don’t overlook the significance of the insights. Customer research is important to learn what your customers are talking about your products, brand, and industry. A digital agency for luxury brands can do polls and qualitative surveys. They also should analyze your chat logs and even interview customers to understand them better and to find out what triggers them to buy from you. And don’t forget, data-driven customer personas are incredibly useful to understand opinions about your brand. Choose an agency that knows which tools and channels might be useful for you Many agencies work a variety of certain premium tools. Your agency should be your partner in finding the best technology. So choose an agency that can understand your need from them and is happy to work with multiple tools.
Burberry is the first fashion brand that experiences digital tools. Its success lies in product customization, collaboration with tech companies, Snapchat usage to deliver exclusive content, using Word-of-mouth marketing, and combining online and in-store shopping. One of the most memorable digital campaigns for this brand dates back to 2013. Burberry’s partnered with Google and Grow agency. They created a remarkable experience of tech usage. They created a simple but effective “Burberry Kisses” campaign by using facial recognition technology to target millennials who love the digital world. Burberry enabled users to send messages sealed with their own virtual kiss. Evaluate the process to grow your online sales The primary aim of every digital agency for luxury brands should be to listen to your goals. If they don’t understand what you want to achieve, they can’t help you. For instance, if you want to increase your e-commerce sales, your agency should determine whether you need to invest more in ads or increase website conversions before offering a solution.