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$
Upscale
Digital
Strategy
*Digital transformation is a
process of change involving
the configuration of the entire
organiz...
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Digital transformation for luxury brands [Infographic]

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In this infographic, based on a survey of over 300 executives, we look at how luxury brands are facing the digital transformation challenge. In terms of digital strategy, the role of leadership, digital marketing budget and social media, we see how luxury brands have been or are planning to navigate the transformation journey differently from the other segments. This infographic, created by Yopps Agency (Renaud Ramaud), was first published via this blog post. http://bit.ly/1ySR7HO

Veröffentlicht in: Marketing
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Digital transformation for luxury brands [Infographic]

  1. 1. $ Upscale Digital Strategy *Digital transformation is a process of change involving the configuration of the entire organization to use new digital tools, devices and platforms effectively and efficiently. ***Luxury & premium positioned = 125 of the respondents **The Myndset commissioned this Digital Transformation survey using Survata. Survey protocol: The survey was conducted online with pre-recruited profiles in the first week of November 2014. There were 303 respondents, all from the US. The results of this survey indicate that upscale brands find and/or seek to create value via digital tools, devices and platforms. If luxury brands remain, for the most part, laggards in terms of true digital transformation, there is an evident recognition by upscale brands of the strategic need and opportunity to use digital to enhance the customer relationship and, more broadly, to drive the business. While the Internet is, by its roots and in its application, intrinsically the great leveler, the digital opportunity for brands will depend on a number of key factors, including the sector, company culture and involvement of leadership. Driving luxury with digital (including eCommerce) to create a superior customer experience. 2015 © The Myndset All rights reserved www.myndset.com 67%luxury 60%premium 42%mass 26%generalist The upscale brands*** consider digital more important for understanding their clientele. 42% of luxury and 28% of premium-positioned brands say that digital has been very disruptive to their governance (vs 11% for all the others). Digital has been most disruptive to brands with high-end positioning. Accountability Leadership is more supportive of digital activities for upscale brands (versus 51% for all others) A Test & Learn culture is significantly more encouraged in the upscale brands (35% of all the others) Marketing Budget 54% Luxury and premium-positioned brands spend more on digital marketing than mass or generalist brands. Expected to increase digital marketing budget somewhat or significantly in 2015: of luxury companies and 46% of premium-positioned companies spend over 30% of their marketing budget on digital marketing (vs only 21% of all others). 14% of high-end brands expect to increase significantly their digital marketing spend versus just 2% for all others. 58% 72% 61% of luxury brands, the CEO is personally leading the digital transformation vs 33% for all other sectors. - In 2015, the more upscale the positioning the more likely the increase in digital marketing spend will be higher. - Insights** for companies looking to drive their luxury business with new digital tools, platforms and devices Digital Transformation for Luxury Brands Allocating scarce resources in upscale brands The Role of Leadership 71%luxury 62%premium 56%mass 32%generalist Luxury & Social Media The more upscale the positioning, the more likely the brand and its C-suite are active on social media. Brand is active or very active (in color) on social media: 73% 65% 34% 19% 54% luxury 70% 47% premium 24% 23% mass 38% 12% generalist premium mass generalist C-suite participate actively on enterprise social networks: C-suite are personally active on external social media: 79% 67% 42% 30% luxury premium mass generalist For 79% luxury Digital is important/very important to understand our customer: *

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