November 24, 2017

Seven digital luxury myths

We are in an era where technology is enhancing, disrupting and integrating into the world of luxury, yet so many misconceptions exist regarding the entwined worlds of luxury and loyalty.

1. Luxury customers are silver haired and digitally backwards

The average age of customers for luxury brands is surprising in that the customer who is most able to make repeated luxury purchases has no children, is aged between 25 and 45 and is from either Asia or the Middle East. I think luxury brands often have decision makers in the marketing team who are nervous of change and of using new technology and scaring off the older generation. However, the older generation still uses apps and love loyalty schemes. It’s important to not let your view of your audience stay in the past and be careful not to make too many assumptions about your audience, thinking that all luxury consumers are old or western.

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