Building reputation and loyalty between luxury brands and affluent customers has historically meant in-person service. But today’s high income consumers of luxury items have migrated their shopping from in-store to online. This transition in luxury shopping behavior threatens traditional luxury brands and requires that they understand how to appeal to these shoppers.
Resonate found that, compared to the adult online population, affluent online consumers are more likely to value self-esteem (29%) and peace of mind (47%) in their product purchases and less likely to value personal freedom (18%) and self-fulfillment (11%). Brands can drive messaging that speaks to these consumer insights that, in turn, will make the difference in winning over this growing market of affluent online shoppers.