Luxury

The Luxury market is in a slow recovery.  However, there have been some inherent changes in the landscape that continue to shape how luxury marketing will evolve and stabilize in the future.  One of the biggest challenges facing luxury goods is that price and value are no longer synonymous in customers’ minds, according to a study conducted by Bain & Company.  There is a definite shift towards value – new customers entering luxury market clamoring for “accessible luxury.”  Middle class customers who bought luxury goods trying to reach a dream “aspirational” goal are increasingly becoming rare, and even “absolute” luxury shoppers who can easily afford luxury are looking for increased value.  This shift in dynamics mandates a shift in allocation of marketing.

Convertro’s marketing measurement and management solutions help luxury marketers

• Analyze cross-channel, cross-campaign marketing performance to derive strategic insights for reallocation of budgets from a single interface
• Analyze channels at the affiliate, keyword, and creative level to extract increased performance from each channel
• Identify channels that drive more repeat customers vs. new customers at lower cost per customer acquired
• Perform visitor/buyer level analysis to understand new luxury segments and the media channels they use in order to better target them
• Understand the positive and negative interactions between marketing channels with a focus on customer engagement