Coming soon: High-tech tactics to enhance your prestige
Some people think of the Internet as the great leveler, providing unlimited
information to anyone within walking distance of a computer terminal. But
luxury-goods marketers may find it's the best tool yet for enhancing their
image of exclusivity and building relationships with top-drawer clients.
An article in Luxemagazine predicts that among luxury goods retailers,
e-mailing customers, rather than phoning them, will soon become standard
practice when, for example, a new crop of Prada bags or South Sea pearls
comes into the store.
From there, it's just a short step to luxury retailers developing more
sophisticated high-tech selling techniques. They may, for instance, set
up Web sites with personalized pages that can be accessed only by the customer
for whom they're made. The page would show products chosen just for that
person, based on what he or she has bought in the past or has shown interest
in. Some stores, including Nordstrom and Neiman Marcus, are already exploring
high-tech ways to bond with their high-rolling customers, the article says.
- By the end of 1998, employers will complain more about employees Net
shopping on the job than about them Net surfing for idle recreation, their
big beef until now.
- Also by the end of 1998, "at least one luxury brand will launch
a 'Shop the Net@Lunch' promotion targeted at the busiest and wealthiest
Copyright © 1998 by Bond Communications.