Luxury retailers have always sought ways to excite and engage their audiences. It is essential they offer customers the best possible experience in order to get them to purchase. Traditionally, such brands have undertaken this through bespoke in-store shopping experiences; now, they are attempting to recreate this activity through mobile devices.
According to a recent study from iMedia UK, luxury retailers are significantly investing into mobile marketing. The platform offers them the opportunity to engage customers outside of more traditional channels and deliver greater interactivity. Compared to more mass market brands, they are investing twice as much into display advertising, such as rich media and video ads.
This is not to say more mainstream brands are not investing in mobile. Overall, 40% of all brands plan to increase their mobile investments in video advertising; a further 36% state they will increase their investments in rich media campaigns. Cross-platform campaigns are also crucial to performance marketers, and mobile has a great role to play in this. 70% of marketers stated in iMedia’s survey they are leveraging cross-platform campaigns that can be run across a variety of screens.
Clearly then, mobile is becoming increasingly crucial to all brands… but it is luxury retailers who seem to be leading the way.
