Luxury customer journey: an overview of the new UHNW audience and how to use the customer journey...

Lifecycle of a luxury consumer

This session explores how UHNW consumers shop and

how you can use the customer journey as a tool to

activate effective content.

Diana Sherling Make Your Mark, International SuperYacht Marketing Forum

9th February 2016

Hello, why I am here

A mini snapshot

• London born and bred

• Masters in Ancient art lecturing at the British Museum

• Creative agency strategist for 16 years at DDB, TBWA, M&C Saatchi on

global and luxury brands

• Currently, Snr Global Strategist at Spark 44 working with Jaguar Land

Rover

• Jewellery Designer

• Body Attack Instructor

Over the past 8 years I have helped brands to understand

that digital media has evolved the purchase funnel into a

‘loop’

Where I first really worked with a UHNW luxury brand,

Netjets

Where we creating differentiation through focusing on customer

experience and then reaching prospects through the customer

network

And since then brands that cater to luxury consumers where I have

successfully used this customer journey approach to improve their

marketing

I work with Jaguar Land Rover to help their marketing be

more relevant to a younger, funkier, affluent audience

This customer first approach starts with getting under the

skin of your consumer, understanding how they live, what

they really want, what influences them and talk to them in a

style that inspires and engages

It’s how our consumer feels, what they really want and what

influences their purchase decision process and ownership

journey, at each stage to unlocking more relevant, more effective

marketing

88% of millionaires are self-made

They weren’t brought up with ‘luxury’ brands…

but, they shop like us

Use digital channels to research

ask their network for advice

and prefer to purchase in-store where they can feel, touch,

smell the product

So, if this is what a general UHNW luxury consumer looks

like these days, how can you truly differentiate yourselves

from your competition?

1. Brand and Product engaging content

2. Shoppable content

3. Customer experience content

1. Brand and product engaging content

To educate your prospective customers about your brand, your

products, why you are special so that they can emotionally

connect with you while they are considering buying.

Differentiate your brand through content that brings to life your

heritage, iconic personalities, craftsmanship and customer

experience

Reimagine your heritage

for your new generation

Educate them into who you

are and why you are special

Craft 4D brand stories that you can bring to life on any channel

No copy

below this

line 26

AND LET’S NOT FORGET OWNED WEBSITES WHICH UPHOLD THE

SAME LEVEL OF BRAND IDENTITY ONLINE AS WELL AS OFFLINE

Talk about why it was created, the philosophy, not just ‘sell’ the

product

Showing ‘behind the scenes’ really lets people get to know you

Get under the skin of craftsmanship to demonstrate

authenticity and integrity

Creating genuinely immersive experiences

Whether they are

physically in store

Or phygitally catering to our increasingly omni-channel

consumer

With products and customer services that are truly personal

To personal service where ‘nothing is impossible’

2. Digital Shoppable content

As we know our shoppers look for deeper product content

online, particularly on our websites, then we need to simplify the

process and be on call to help convert them into sales

Simplify the shopping process for novices

Dynamique’s Configurator‘Brook’ by Yacht Harbour Voice

Activated Question/Answer

Make it easy for them to contact you, however, wherever they

are

Followed up quickly by a human that knows them and can help them

3. Customer experience content

Bespoke and tailored customer experiences both physically and

digitally genuinely engages, gets our customer (emotionally)

involved and (hopefully) will keep them connected with us (and tell

their friends).

This is when the brand experience really happens.. with a

truly personal approach keeps customers coming back

Traditional CRM works beautifully along the ownership journey,

from regular calls, newsletters, customer magazines to inspire

them

Pull customers into exclusive and unique experiences

Especially when your audience talk to your prospects

(offline and online)

Where organic and customer content is more authentic,

honest and influential than the manufacturers

1. Brand and Product engaging contentCreate beautiful iconic brand and product digital content that

brings to life your brand and your USP’s. Host this on your

website, inspire influencers and share on owned social

platforms.2. Shoppable

contentMake it simple and easy for

prospects to find you. Help

them self-select which

product is perfect for them,

support and convert them

with excellent, personable

customer service3. Customer experience contentLove your customers and they will love you back. Create exclusive

social events that bring your customers together and make them feel

really special, magazine and CRM content that regularly inspires

them and connects to you, promote them and enable sharing that will

bring new prospects in.

So, my top tips

Focusing on maximising customer satisfaction over the entire journey could improve

your customer satisfaction by 20% (McKinsey)

44% believe that customer loyalty to be dead. Competition means you need to give

your reasons to want to stay. Creating a genuine, customer experience that truly

impresses customers and exceeds expectations ensures that they will want to continue

doing business with you.

Research by Wharton School of Business found that a referred customer has a 16%

higher lifetime value.

70% of customers say they are willing to spend more money with a company that

provides good customer service (Echo Research)

Why this is all worth it

Thank you for your time

Any questions??

If you’d like my help, come and find me outside..