This fashion season, Gucci made some major gains towards becoming a globally renowned brand. Here are some tips for brands that want to put together an equally luxurious digital strategy:
Be in the right place at the right time. With mobile commerce on the rise, Gucci wasted no time in targeting these devices. The brand more than doubled its share of mobile display impressions purchased programmatically last year while increasing its mobile quality score by 4%. Purchases zeroed in on fashion-centric hubs such as Who What Wear, Purse Blog, and Hollywood Reporter, which accounted for half of the brand’s overall mobile ad impressions. Indirect ads were also placed on those sites, while remaining ads were distributed across top-tier fashion-related publishers such as Vogue, Esquire, and Harper’s Bazaar.
Give your customers their preferred service. Following a year of explosive growth, the brand reported that 50% of its sales are attributed to millennials, a generation that has been particularly difficult to reach for luxury brands. When it comes to customer service, Gucci taps into millennials’ need for instant service. The brand has made significant investments in Facebook chatbots that reply instantly to queries, outshining most other luxury brands, which take a day to respond or haven’t adopted the feature at all.
Go lux with loyalty. Gucci maximizes email campaigns by using selective targeting and loyalty language based on email subscriber status. One recent campaign started by sending early access to Gucci’s most highly valued customers, which make up only 0.4% of the brand’s total email base. The email used personalized subject lines with customer names and selective loyalty language like “we invite you” and “special preview” to convert consumers through VIP privilege and access. It was a success, garnering an open rate higher than Gucci’s average, according to Gartner L2’s Digital IQ Index: Fashion Global.