Luxury marketers' mobile experience should focus on adding value

08/27/2012 | Luxury Daily

Mobile can be a key platform for luxury marketers, but it's important to draw a distinction between on-the-go capabilities and the in-store experience, which should build on the store's atmosphere, experts say. Mobile marketing is most effective when it finds ways to add value to the customer's buying process. "The more affluent luxury consumer is likely more tech-savvy, informed and vocal than their budget-conscious counterparts and have come to expect more from their preferred luxury brands to enhance their in-store shopping experience," said Ricardo Martinez, sales and marketing executive at mVentix.

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