Plastic Mobile Reports: A study of wealthy smartphone users reveals some interesting facts
By Sarah Plummer on April 24, 2012
Award-winning mobile marketing agency, Plastic Mobile, recently partnered with the independent, New York City based Luxury Institute in a study to learn more about how wealthy consumers are using their mobile devices and luxury brand applications.
Watch our video of the findings and learn how mobile is set to change the luxury brand retail landscape by working to enhance the in-store experience.
“Mobile has been receiving a lot of traction and excitement in the retail space lately. However, that doesn’t mean there is one mobile strategy that’s right for all brands. The study suggests for luxury it is more about enhancing the in-store customer experience, and using mobile to help strengthen the relationship with the customer,” says Melody Adhami, President and COO of Plastic Mobile.
Some interesting positive facts were revealed in the study, including that nearly all wealthy consumers who have used luxury brand apps report that they have had a good experience with the mobile apps (93%). In addition, 71% report that they feel better connected to luxury brands after downloading and/or using their applications and 64% view luxury brands that offer a mobile application more favorably than brands that do not.
The survey respondents suggest there are a number of features they expect from luxury brand applications, and they believe luxury brands could use apps to enhance the in-store shopping experience. They also thought that providing sales professionals with a mobile application to specify details about products (53%), have the ability to check for sizes and availability at other stores (50%) and in-store product inventory (47%) would enrich the shopping experience for affluent consumers.
Overall, the study indicated a tremendous opportunity for luxury brand retailers to enhance relationships with affluent customers through careful mobile strategy.