HOW DO YOU DEFINE LUXURY?
There has been a paradigm shift in luxury, apparently. A report by
Unity Marketing, a marketing consulting firm, says Old Luxury is all
about quality and New Luxury is all about image and consumer perceptions.
Pam Danziger, Unity Marketing president and author of “Why People
Buy Things They Don’t Need,” says Old Luxury is defined
by the attributes, qualities and features of a product. New Luxury
is defined from the point of view of the consumer—it incorporates
the consumer experience and perception. Products offering New Luxury
don’t just deliver a great thing, but a wonderful experience
to the consumer.
YOU WON'T FIND IT AT THE MALL
Retailing expert Paco Underhill, author of “Why We Buy: The Science
of Shopping,” spoke at GlobalShop 2004 on modern shopping malls.
According to the St. Louis Post-Dispatch, he told attendees that suburban,
Baby-Boomer housewives are staying away from shopping malls.
These consumers once flocked to the mall, but today are put off by
the teams of teenagers malls attract; the noisy, crowded food courts;
and the miserable parking lots.
KEEP E-MAIL PROMOTIONS RELEVANT
A study by Bigfoot Interactive, an e-mail marketing firm, shows online
consumers want retailers to make more targeted e-mail pitches for
their products, as reported in the Chicago Sun Times.
Forty-five percent of online shoppers polled at Sears.com said the
retailer could do a better job sending relevant marketing messages.
CATALOGS, WEB SITES GO HAND-IN-HAND ComScore Networks, in a recent study for the U.S. Post Office, reports that a business doubles its chances of an online sale by also mailing a catalog.
Customers who received a catalog accounted for 22 percent of the traffic to the company’s Web site and 37 percent of its online sales. Catalog recipients also make 16 percent more visits to that company’s Web site, view 22 percent more pages and spend 14 percent more time on the site than those who did not also receive a catalog.