mobile for luxury brands by somewhat
TRANSCRIPT
Somewhat_Mobile for luxury brands13.10.2011
1 (C) Somewhat 2011
Somewhat_
Somewhat is a mobile-first agency.We create bespoke creative mobile solutions for brands that maximise the mobile opportunity.Our ambition is to constantly evolve mobile brand communications and to deliver ground-breaking, effective work for our clients.
2 (C) Somewhat 2011
Mobile today
Mobile is the fastest growing industry on the planet.
In 2013, more people will connect to via mobile internet
than fixed.
Currently, 72% us access the internet via our mobiles on
a daily basis - and 18% used mobile as the sole method.
82% use their phone to research or purchase products.
(C) Somewhat 2011
Purchase decision + research
(C) Somewhat 2011
iPhone users are leading the pack in terms of making purchases directly from their devices
4
How can mobile support retail?
SHOPPING
M-Commerce is a growing area. 62% of mobile users have bought physical goods via their mobile in the last 6 months
Ensure your e-commerce site is optimised for mobile.
Aim to include full-screen product shots and 360° spin are key features
PRODUCT RESEARCH
28% of shoppers are using their mobile phones for product research and price comparison on the go - and 52% share their results instantly with friends
Run a separate search campaign for mobile, replicating what you do online but tailored for a mobile audience who are searching when out and about
KEEP IN TOUCH
Mobile phones are our personal communication device - so keep in touch with your brand VIPs
Make your most important customers feel special by getting news, rewards and product releases to them first via instant mobile app updates
BRANDED CONTENT
Brand awareness is 25% higher when branded content is consumed.
Create greater impact with your mobile experience by including video, image downloads and other multimedia/interactive content pieces
(C) Somewhat 2011
LOYALTY + REWARDS
Mobile is always with your VIP customers and offers a rich and personal means to deliver loyalty and rewards
Consider private events and exclusive offers for your regular purchasers, or get their input as an instant focus group
Tablets and smartphones are an ideal home for luxury brandsThe iPad, iPhone and other high-end mobile devices are typically picked up by:
_Those earning ore than $100,000/year
_94% more likely to be affluent consumers with solid wealth and strong incomes than typical consumers
_A male skew in the 35-44 age group
6 (C) Somewhat 2011
Jeweller Cartier is targeting brides-to-be with the release of its Cartier Bridal iPad and iPhone apps that allow consumers to search collections, find the nearest boutique and create their own ring.
The app comprises Cartier’s collection of both wedding bands and engagement rings.
Real or aspirational brides-to-be can measure their ring finger size, save a desired ring to their wish lists and browse through the products ranging $4,025 to $75,275 depending on colour, cut, clarity and carat.
Case studyCartier Bridal
(C) Somewhat 2011
British designer Stella McCartney updated its app
last quarter, further showcasing its commerce functionality and
the founder’s familial background.
To engage all fashion fans, not just followers of the brand,
Stella McCartney has also included a video of the making of
this year’s Met Gala dresses in addition to behind-the-scenes
video and images from the brand’s most recent collections.
Case studyStella McCartney
(C) Somewhat 2011
