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BizReport : Ecommerce archives : December 10, 2009

Mobile coupons embraced by luxury brands

It seems mobile is transforming coupons from embarrassing paper secrets, shiftily passed to retailers in the hope no-one noticed, into in-demand marketing tools that even luxury brands are embracing.

by Helen Leggatt

Retailers such as Sears and luxury brands such as Dolce & Gabbana and Hugo Boss, have all embraced mobile as a means to communicating with their affluent followers, often facilitating exclusive promotions, events and VIP awards.

And now, even coupons, devices not normally associated with high-end brand marketing, are making their way into the lives of upwardly-digitally-mobile customers. Now, instead of the embarrassment of being seen to pass a paper coupon over at an exclusive restaurant or boutique, classy customers can simply flash their iPhone.

"With increasing use of digital media across a range of platforms by high-net worth luxury consumers, demand for digital brand communications will continue to grow," said Marketing Weeks' Ruth Mortimer. "Luxury consumers want mobile, email and web interaction with their luxury brand and this is set to supplement their retail experience."

As long as the brand experience on mobile is consistent in terms of quality and message with all other marketing channels, there is no longer any need for luxury brands to shun point of sale discounts. In fact, in order to attract the next generation of high-worth shoppers, luxury retailers must actively engage and entertain via mobile, fully utilizing the capabilities of their customers' high-end devices.

Tags: brand marketing, luxury brands, m-coupons, mobile coupons, mobile marketing

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