At the recent 2013 Luxury Interactive conference, Swan Sit, the executive director of strategy and planning at Estee Lauder, spoke about the importance of "creating a seamless mobile commerce experience for everyday purchases to heighten the overall consumer experience"... nothing we haven't heard many times before. However, unlike many industry experts who tout the value of "integrated touch points" and "streamlined communication strategies", Ms. Sit gave real, tangible guidelines for creating a successful mobile platform:
1. Personal is Powerful. Look to achieve personal engagement with customers by optimizing and customizing the platform to engage customers in various markets. Content must be relevant and accessible. This goes beyond simple language optimization, but to a deeper cultural understanding - be it of a single product line, value, payment method, etc.
2. Your Biggest Door. Your digital platform must be approached with the mindset of a retailer, not a developer. It is not just a scaled-down version of a website, but should be easy to navigate and push consumers toward action.
3. Storytelling and Customized Content. Content should be multidimensional and engaging. Through omnichannel expereinces, customers can be engaged in a way that is both more seamless, more personal, and more interactive.
Source: Luxury Daily
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