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role – researcher

research methods – 1:1 interviews, focus groups, expert interviews

Why this research?

 

Creating a mobile app for a retail brand can seem like a no-brainer. With a booming amount of smartphone users, the quantity of people who can be reached via mobile apps has never been higher. Mobiles retain an exceptionally high level of attention, and notable studies show that branded mobile apps exert a positive persuasive influence on the consumer and augment their interest in the brand.

In the case of luxury brands however which rely on exclusivity and flawless experiences, mobile apps can enhance a luxury brand’s image as much as they can dilute it.

So, how exactly can luxury brands leverage mobile apps to elevate their brands?

Research goals

 

Understand why absolute and accessible create apps and what they expect from these apps.

Build an accurate and comprehensive insight into consumers’ behavior and expectations in terms of in-app branding.

Outline targeted and implementable recommendations to optimize in-app branding for both brands and consumers.

Research methods

 

I conducted Case studies with luxury brands to identify the strategic motivations and objectives driving luxury brands’ to build mobile apps.

I lead four focus groups of 5 people each to explore luxury consumers’ usage and expectations towards luxury branded apps. To increase the validity, credibility, and reliability of the results, each luxury type – absolute (e.g. Prada) and accessible (e.g. Swarowski) – was represented by both an 18-34 years of age group and a 35-55 years of age group. This age-based segmentation was justified by the significant drop in smartphone penetration rate and mobile app usage between 18-34 and 35-55.

The sample was made of:

  • one group of Absolute luxury consumers, aged 18-34
  • one group of Absolute luxury consumers, aged 35-55
  • one group of Accessible luxury consumers, aged 18-34
  • one group of Accessible luxury consumers, aged 35-55

Research methods

 

I conducted Case studies with luxury brands to identify the strategic motivations and objectives driving luxury brands’ to build mobile apps.

I lead four focus groups of 5 people each to explore luxury consumers’ usage and expectations towards luxury branded apps. To increase the validity, credibility, and reliability of the results, each luxury type – absolute (e.g. Prada) and accessible (e.g. Swarowski) – was represented by both an 18-34 years of age group and a 35-55 years of age group. This age-based segmentation was justified by the significant drop in smartphone penetration rate and mobile app usage between 18-34 and 35-55.

The sample was made of:

  • one group of Absolute luxury consumers, aged 18-34
  • one group of Absolute luxury consumers, aged 35-55
  • one group of Accessible luxury consumers, aged 18-34
  • one group of Accessible luxury consumers, aged 35-55

The findings

 

What do luxury brands hope to get from building mobile apps?

 

By creating an additional channel, the brands saw an opportunity to grow (additional lead source) and secure their consumer base (by adapting the service delivery to the user’s context).

Participants also aimed for a positive differentiation of their brand from their competitors. They saw their mobile app as a “status symbol”, projecting technological advancement and an ability to “move on with the times”.

 

What do users need and expect from these apps?

 

Findings shared by absolute and accessible luxury consumers

The consumers from both luxury types expected:

  • purposeful content: quality, contextual, relevant information, conveniently and immediately accessible, with a “unique selling point” rooted in enhanced simplicity and interactivity
  • efficient experience wrapped in a luxury feel: strong references to the brand’s identity, sensory effects, and a relaxing experience

 

Specific absolute luxury consumers expectations

  • a superior luxury experience: the focus groups revealed this experience relies on three main elements: a sense of exclusivity; a feeling of intimacy with the brand; and the highest grade of service

 

Specific accessible luxury consumers expectations

  • customer feedback section: while both groups expected a strong product-oriented focus; accessible luxury consumers insisted on the utility of a customer feedback section (particularly representative of the difference in the power of brand reputation between the two luxury types)
  • “smart” experience: a “cool” feel, provided by a rich sensory experience as well as a “fun and playful way of accessing information”

My recommendations

 

Triggering download with a strong unique selling point

Absolute and accessible luxury brands’ audience is initially not inclined to download a brand’s app, they would rather visit their website or physical store. Hence, the incentive to download should rely on the app’s unique selling point: a purpose that is not fulfilled by the brand’s offline store or website (e.g. exclusive information or promotions on the app).

 

Triggering a buying decision-making process

Post download, the brand still needs to pique the user’s interest enough that they are willing to discover its products or services. In that aim, purposeful content and brand-image consistency are crucial. Offering a clear, relevant and useful purpose with a unique selling point will help keep the user from navigating away from the app. Coupled with strong and consistent references to the brand’s identity, this purpose will build a differentiated, recognizable and memorable in-app environment around the user.

At this point, the user will be more receptive to the brand’s message and offer. The app must then promote brand and product/service discovery in such a way that the user’s interest is efficiently captured. Adopting a personalized and proactive approach (e.g. tailored suggestions) appears to be particularly effective to that end. To further secure the user’s interest, discovery should also aim to promote the dream factor around the brand’s offer (e.g. via sensory effects).

Additionally, initiating a two-way and tailored communication between the brand and the consumer creates a relationship between them. This both enforces a positive perception of the brand on the consumer’s part, and is a powerful way of driving purchase intentions. Hence, a high level of interactivity should be maintained on the app, especially at the interest-building stage.

Absolute luxury apps best generate interest by capitalizing on exclusivity, using access limitations (e.g. differentiating users who have already made a purchase or frequent buyers from the rest of users). While users with full access will feel privileged and motivated to explore the brand’s offer; the interest of users with restricted access will be piqued, most likely making them want to see “more”.

Accessible luxury apps on the other hand best drive interest by sustaining a “cool” dimension with a “smart” in-app experience. For instance, showing creativity by providing innovative ways of interacting with the app and accessing its information is particularly efficient. Making any promotions apparent and easily accessible is also a potent purchase incentive for this consumer type.

 

Shifting from intention to action

To transform purchase intention into action, efficiently guiding the customer, dismissing their potential hesitations, and comforting them in their choice are all key.

Providing the user with all the information they need to base their decision-making process upon, (i.e. detailed pictures with multiple angles and zooming options, price, availability, etc.) will minimize pre-purchase hesitation by reassuring the user about the conformity of the item to its in-app description. Although the reputation of absolute luxury brands is often a sufficient guarantee of quality in the consumers’ eyes; accessible luxury apps should strive to suppress potential hesitations (e.g. displaying consumer reviews).

Failure to make information accessible enough to curate an urgent informational need would augment the risk of termination of the buying decision-making process. Hence, information should be sensibly located to be accessible with minimal efforts on the user’s part.

In the case of absolute luxury apps, this issue is particularly critical. Because the products/services on offer are extremely costly, customers are prone to more hesitation. A proactive, efficient and personalised service should be made available to help them affirm their choice.

Finally, for luxury branded apps to drive sales, user frustration must be avoided at all costs. Speed, purposeful innovation in line with the brand’s identity, information quality as well as a relaxing experience must be assured at all times to promote a satisfying user experience.

However, driving sales also relies on the apps’ ability to accurately respond to the overall requirements of their target audience. Hence, absolute luxury apps should promote a feeling of intimacy between the brand and the consumer by coupling this relaxing experience with a high level of customisation. On the other hand, accessible luxury apps should put a particular focus on making the app as effortless and intuitive as possible by strategically leveraging innovation.

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