It’s no secret that luxury shoppers are getting younger. As much as 85% of the industry’s 5% growth in 2017 was attributed to millennials and their younger Gen Z peers.
Brands have responded by collaborating and delivering quality content to the younger demographic on their native channels. Luxury fashion and watches & jewelry brands saw 210% and 509% average engagement lifts respectively from being tagged in social posts by influencers, according to Gartner L2’s Luxury: Social Media report.
However, luxury products are generally big-ticket, highly conscious, infrequent purchases for these young consumers, whose wallets may not be as big as those of veteran luxury shoppers. Even when content is impactful enough to break through the clutter of social media and capture the new target audience’s shrinking attention spans, brands need to ensure they don’t get distracted on the path to purchase.
By optimizing your site’s search, grid, and filters, brands can mimic a store experience and minimize digital friction, guiding new young customers directly to checkout. Gartner L2’s Watches & Jewelry: Site Navigation report finds three key table stakes for site optimization:
- Guiding Search: Brands should proactively meet their customers in the search bar, like an online store associate. Since customers may not know the exact keyword to find a specific item, implementing autocorrect and auto-suggest points them in the right direction. In the luxury space, 67% of fashion brands have adopted autocorrect and 65% auto-suggest, while watches & jewelry brands lag with 28% and 35% adoption respectively.
- Mobile Matters: While grid display continues to prove best in-class, giving the online shopper shelf-like visibility, only 23% of Watches & Jewelry brands have taken the grid to mobile, where Retail Dive reports 44% of all millennial customers would rather do their shopping (even if it means paying more).
- Useful Filters and Sorting: To help consumers narrow down their options, jewelry (86%) and watch (55%) brands have adopted Product Category filters, with other key categories such as Collection, Product Attributes, Price and Fit coming into play as well. While luxury brands are hesitant to list prices online, it is important to consider that price-conscious millennial shoppers want to compare costs like they would in-store. Chaumet, for example, found a compromise by allowing customers to sort by ‘price range’ rather than listing exact prices, allowing customers to still compare relative costs.