Your most affluent customers are driving business for many industries including fashion, jewelry, automobiles, real estate and banking & investments. The future growth from these segments is expected to come primarily from the emerging markets like India, China, Asia-pacific, Brazil in addition to the developed economies of US and Europe. We all know by now that attitudes and behaviors demonstrated by this segment are quite different for certain instances as compared to the traditional consumers. There are however certain things that run common and can serve as guidelines for marketing to this class of customers. As a trend and a natural observation, we see this segment in constant search of personalized service.
Let’s be blunt. The traditional loyalty marketing with mileage or points is passe , obsolete and almost at the verge of complete stage of bankruptcy. Addressing this customer segment calls for a totally different service paradigm.
Affluent customers want to be distinguished from the crowd: They only want to be seen at certain places, using only certain brands. Not just that, they want to be a step ahead of the crowd and look up to brands to identify the key trends for them and help them access/buy these products before anyone else. Fashion shows are an attempt by luxury & fashion brands to define what’s next and help the customers access it.
They seek exclusivity: Exclusivity is a big hit with these customers and therefore ‘limited editions’ or ‘only for select audience’ are tactics that certain luxury brands use for their brand extensions.
They want to feel unique and special: Personalization of products and services helps to provide these benefits.
They seek convenience: Affluent customers value their time as much as their money, making convenience fundamental to success in this market.
They are willing to pay a premium: They want the best quality, exclusivity, satisfaction and outstanding customer service. Brands that wish to target affluent customers will have to upgrade the quality/caliber of every person who represents them in the market or has any level of interaction with the customer.
Majestery™ caters too all of these needs of your most affluent clients, under your brand, in order to add value to your company.
Visit www.majestery.com and get familiar with our concept.
