Every brand, whether luxury or not, wishes to expand. Any industry would struggle to survive without increased sales and revenue. And with new companies entering the market, competition for brand awareness and consumer activity increases.
Customers adore luxury brands primarily because of their exclusivity. But of course, there are those who patronize these brands because of the overall experience, uniqueness, and product quality.
The introduction of online stores has made it even easier for customers all over the world to shop for luxury goods. With just a few clicks, customers could have them delivered to their door. As a result, it is critical for top-tier brands to provide a premium online shopping experience for their patrons.
However, it’s not as easy as it sounds. To develop a luxury brand strategy for your company, you must concentrate on your ideal clients, visual elements, and delivering on your brand promises among other things. But how can you do that?
Levelling Up Your Luxury Brand’s Online Presence
- Excellent Customer Service
Customers looking to purchase luxury items expect nothing but excellent customer service. And to be honest, they have every right to expect premium customer service since they are willing to pay a premium for a product.
Although it may be challenging to integrate exclusive in-store experiences into eCommerce, it is still possible.
For instance, if you sell luxury shoes online, one way to demonstrate excellent customer service is to take your customers on a virtual showroom tour. Provide clear visuals and an appropriate explanation of the shoes because the products are not physically present. Explain the different styles you have and point out their uniqueness.
For a luxury jewelry website that sells diamonds. Make sure that the experience you provide in-store is the same as the experience you provide online. In every step, make room for private online appointments that allow for one-on-one personal interaction. After all, nothing screams luxury more than diamonds.
To do this, you can provide live chats on your diamond jewelry website and give customers personal styling advice. You can also approach potential customers based on their likes and preferences giving them a more personalized buying experience.
Here is another instance of displaying excellent customer service. If you run a luxury travel company, you need to broker good deals for your clients in their destinations. Getting good hotel, logistics, and shopping deals prior to their arrival will speak volumes. Understand their preference so that you can give them options of places where they can explore and enjoy their travels.
In this criteria, your customer service representatives must expect to get a lot of questions and be equipped with the right answers. They must also be attentive and responsive to all types of feedback. You must also ensure that you have speedy response times and can hopefully resolve any issues as soon as possible.
- Seamless User Experience
For any brand wanting to open up its doors online, there’s one thing that must be remembered. Design the website so that it is visually appealing to customers. Also, make it easy to search for and browse through products. Conduct some research and categorize the products on your website based on customer preferences.
Given the luxury diamond website as an example, if your target customers prefer diamond stud earrings based on your market study, place the stud earrings category at the top. You can take a step further by narrowing down the earring studs. You can categorize the earrings by type, color, and price range.
Also, customers may be looking for other jewelry like tennis bracelets, engagement rings, and wedding rings. Provide them with a variety of options by displaying products in such a way that they can identify their preferred diamond jewelry at a glance. Additionally, clear and specific product descriptions must be included.
- Multilingual Feature
Ensure that your website has a multilingual feature in the chat support. This is in order to accommodate customers from all over the world. Include maps of all your international locations on your website to inform your customers about store locations.
Also, to reach a global audience, list product specifications in different languages and include multilingual product videos on the website.
Market your brand as global and provide quality service to your online customers from all over the world. Don’t forget to enable your customers to view product price ranges in various currencies and include shipping details for each country.
- Special Treatment for Customers
The only way to win your clients’ hearts is by going the extra mile and making them feel special. Your customers wear your brand with pride. The best way to show your appreciation is by making gestures that demonstrate that they are important to you.
With every patronage, send them the item in special packaging with a handwritten thank you note. Including surprise gifts, invitations to upcoming events, or dinner are all excellent ways to thank your loyal customers.
You can also include customer testimonials in your online blog posts. Send something special to your loyal online clients on their birthdays.
- Quality Visual Elements
For your visual elements, you want to make certain that you’re working with the best talents. Your images contribute to the telling of your story. Examine their portfolio before hiring someone to shoot photos for your website or product photography. Inquire about their experience with luxury brands.
Even if you’re just starting out and don’t have a lot of money to spend, don’t skimp on quality. Because your visual elements are frequently the first impression of your brand, create a luxury experience from the beginning.
- Take Advantage of Facebook Ads
Because of the high level of segmentation and targeting available, Facebook Ads are one of the most efficient advertising mediums.
For example, you could target ads to single 28-year-old females from California who like diamond jewelry brands.
You can even target people based on what college they attend, where they work, what job title they have, what music they listen to, and much more.
- Search Engine Optimization (SEO)
You should use search engine optimization to help people find your business. SEO is the process of optimizing your website in order to improve its ranking in search results. The goal of SEO is to have your site appear higher in search results so that you can reach more valuable leads.
When most people want to research their purchasing options, they use a search engine like Google. For 93% of all online experiences, a search engine is the starting point.
When you use SEO, you want your website to appear on the first page of results for product-related searches. Because 75% of people never scroll past the first page, if your website isn’t there, you’ll lose customers to your competitors. Here are ways you can improve your SEO:
- You must choose keywords for your website. It is critical to use keywords that your clients use when looking for luxury brands. If you want to rank for a specific keyword, make sure you use it on your pages.
- Long-tail keywords with three or more words should be prioritized. Short-tail keywords (one or two words) have higher competition and are less specific. Short-tail keywords will not generate as much traffic.
- Link building is another important aspect of SEO and you should get as many as possible. Backlinks are links from other authoritative sites to your site.
Whether your brand sells luxury accessories such as diamond rings or tennis bracelets, there are always other luxury brands bringing their own product. It is left for you to take the right steps to stand out.
As a luxury brand, all your services online should be top-notch. Have exceptional customer service. Also, make sure that your website is visually appealing and easy to navigate.