Instead of seeking a full-service in-store experience, luxury consumers are increasingly seeking low-touch convenience. That is especially true for affluent customers, especially emerging ones ages 18 to 39 years old. In the same week, 69% of emerging affluents and 56% of hyper affluents used their smartphone to research products and prices. The percentage of emerging affluents and hyper affluents purchasing products on their phone is the same.
So how are luxury brands optimizing their online presence for these mobile shoppers? The Prestige Beauty category is ahead while Watches & Jewelry investments in mobile lag. 91% of brands in L2’s Prestige Beauty Index had a mobile-optimized site in 2014 vs. just 67% of Watches & Jewelry brands. The majority (71%) of Beauty brands are making their mobile sites commerce-enabled vs. just 26% of Watches & Jewelry brands.