The study, titled “Mobile Apps and Commerce for Luxury Brands”, found that affluent consumers feel better connected to luxury brands after using their mobile apps (71%), have had good experiences (93%) and view those luxury brands more favorably than those that don’t have a mobile app (64%).
Nearly three-quarters of affluent consumers said there is no monetary limit to what they would spend via a mobile app.
Over half (56%) use apps to find out more about a product or brand but 45% still prefer to make purchases in-store as they enjoy the experience.
Mobile app features that are popular with affluent consumers include in-store inventory, cross-store sizing and availability, product details, loyalty program information, and exclusive or early access to sales and promotions.
Sixty-percent of affluent consumers own a smartphone compared with 48% of the general population and mobile shopping is the second most-popular activity they conduct on their devices.
“Luxury brands must acknowledge the impact of technology advancements in the mobile space and find a humanistic way to connect and engage with their consumers through mobile,” said Milton Pedraza, CEO of Luxury Institute.
A short video detailing some of the study findings can be viewed online.
Source Biz Reports