Luxury brand experience

Consistency is key

Activating brand experience in an omnichannel environment
This story is part of our series about the importance of brand experience in luxury marketing. View other stories in the series or subscribe to Pop from Sappi today to receive an email when we post more.

(Omni)channeling your brand’s essence

Long gone are the days where shopping only meant spending hours interacting with brands and products at brick and mortar stores. Shopping might start in the store, but 32 percent of shoppers say they went online to buy an item after seeing it in the store, according to statista.com.

43%
Percentage of respondents that said they like to shop while in bed.
CPC Strategy survey
20%
Percentage of respondents who admitted their favorite spot to shop was the bathroom.
CPC Strategy survey

The evolution of consumer shopping behaviors combined with the advancement of online marketplaces has created almost-endless opportunities for the consumer shopping experience. Here we explore how three brands embrace omnichannel marketing and use it in unique ways to reach customers.

Make your mark

If you want an example of an omnichannel magician, look no further than Neiman Marcus—the fashion giant that has successfully built an interactive brand experience across multiple unique touchpoints. It started with the establishment of an innovation lab dedicated to identifying technologies that consider the many shopping channels available to consumers, and tapping one to drive more business to another. One such technology is the “Snap. Find. Shop.” mobile app, which is a convenient shopping aid that lets shoppers snap a picture of items they like, then the app will search its online inventory for the same or similar item, which the shopper can purchase directly through the app.

Memory Mirror — The World's first Digital Mirror
Neiman Marcus' Giant high-tech "memory mirror" enables shoppes to see outfits from 360 degrees and compare clothing options side-by-side.

Among the hundreds of print promotions Neiman Marcus produces each year is its Christmas catalog, aka “The Book,” which is as legendary as the department chain itself. The 300-plus page Christmas catalog features the most extravagant and sometimes unusual gifts that can’t be found elsewhere. The contents of “The Book” garner media attention each holiday season, perpetuating Neiman Marcus’s best-in-class reputation.

A brand that saw the light

There’s something pretty cool about having a brick-and-mortar shop come to you. Warby Parker, the billion-dollar online eyewear retailer, was started from scratch in 2010 by four MBA students after one left his glasses on a plane and found it impossible to find an affordable pair of glasses readily available online. Warby Parker’s unique process meets the customer need for a premium experience without the premium price, and the brand has experienced serious success since its inception. It has since opened brick-and-mortar stores in major U.S. cities, successfully adding a channel to their omnichannel expertise.

Your print charming is here

World-renowned fashion landmark (with only a single brick-and-mortar store) Bergdorf Goodman takes print catalogs to a whole new level. Their BG Magazine is written to serve as a holy text of fashion and culture moments by featuring the season’s most groundbreaking designers, striking fashion stories shot around the world by renowned photographers, and articles by respected social observers providing context for fashion trends. Every aspect of the publication shouts luxurious quality, from the feel of the paper to the print production—effortlessly perpetuating the brand’s exquisite reputation. And naturally, after receiving their luxurious BG Magazine, customers can easily access the store’s online catalog to make one of those omnichannel purchases we know and love.

Takeaway

Giving your customers a thoughtful, premium brand experience across channels inspires confidence and loyalty.