Location-based mobile is becoming a must have for luxury brands, especially in key locations.
But luxury brands have luxury consumers to deal with: high espectations are a daily issue and the risk to dilute the brand equity is right behind the corner.
So location-based mobile must be handled with great care. If so, it can be a powerful weapon to engage customers at the highest possible leve. As the article mentions, taking a comment from Mark Elfenbein, CBDO of Mood Media:
“There is an inherent expectation of quality, a high level of service and guaranteed experience with luxury brands,” [...] “Luxury customers demand a better experience, and location-based mobile ads, carefully designed and executed, are consistent with those expectations.
The challenge is basically to create a tailored personal shopper experience for each customer. THis can be easily done through analytical tools but human mind, in my opinion, should always be there, especially for key accounts, to control the effectiveness of the campaign.

Check this article (here below an extract).
For the full article copy and paste the following link:
http://www.luxurydaily.com/location-based-mobile-ads-deliver-high-end-experience-for-luxury-marketers/

Location-based mobile ads deliver high-end experience for luxury marketers

By Rachel Lamb

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September 28, 2012

Tiffany ad on the Weather Channel app

Location-based mobile ads allow luxury marketers to deliver a highly-personalized, geo-targeted experience for consumers, effectively giving them a high-end environment that correlates with the luxury brand image.
Marketers including Tiffany & Co., Lexus, Vertu and Nordstrom have all used location-based mobile ads in applications or on mobile sites to deliver relevant, targeted information to affluent consumers in a specific area. In addition to aligning with the luxury image, high-end brands benefit from these ads because they can get consumers on-the-go and on the marketers’ own terms.
“There is an inherent expectation of quality, a high level of service and guaranteed experience with luxury brands,” said Mark Elfenbein, chief business development officer of Mood Media, Los Angeles. “Luxury customers demand a better experience, and location-based mobile ads, carefully designed and executed, are consistent with those expectations.
“It is also important to recognize that many luxury buyers expect a personal, VIP experience, and there are powerful associations with a high-end experience when interacting with technology,” he said. “Well-designed mobile ads can support that experience, creating a virtual personal shopper that creates a specialized experience for the user and helps to rationalize the buying decision.”