Shoppers of luxury products are increasingly using tablets and mobiles to decide what to buy and where. And marketers are targeting them effectively using the digital/social media.

“Given the growing power of the digital media and the reach it offers across demographics and age groups, marketers within the luxury sector are taking it more seriously,” Zafar Rais, CEO, MindShift Interactive, a digital outreach agency, told BusinessLine .

Changing trend With shopping behaviour changing with technology, brands have realised that growth will come by reaching luxury shoppers through the right medium.

Nirav Modi, a premium jewellery brand, for instance, at its store launch in Mumbai, was as focussed on digital/social media as on the glitterati. Hospitality major JW Marriott follows a strategy of increasing outreach for its food festivals by going digital.

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Luxury perfumes and cosmetics brand Lancome India launched Miracle Cushion, a liquid makeup in a cushion, with a campaign titled #CushionOnTheGo. The brand created video content on Facebook and Instagram, with many voicing their experience with the product.

Sula Vineyards has been actively using social media to inform audiences and increase adoption. The company says consumer insights have helped in bettering their content and increasing their outreach.

Digital campaigns Cosmetic brands such as Za from the House of Shiseido has been consistently creating high impact digital campaigns to reach out to the metropolitan girl. Leveraging the craze among the youth for emojis, its campaign #TrueBeauty was an emoji-only contest, asking users to showcase their emotions through emojis or emoticons.

“We are seeing excellent digitally integrated campaigns by luxury brands that have leveraged influencer associations, video content and mobile friendly experiences,” says MindShift's Rais. “The future is bright, with a lot of luxury products going the e-commerce way.”

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