• Converting Emerging Affluent Customers: A Lean Approach To The Luxury Market
    Affluents represent around 10% of U.S. households but account for more 50% of retail sales - and over 70% of all retail margins, according to a study from eMarketer. Not only that, this cohort typically shows a higher lifetime value compared to the general public. But not all affluents are created equal. There's one group that's the luxury marketer's golden ticket: emerging affluents.
  • How And Where Affluents Are Shopping In Today's Omni-Channel Marketplace
    Finally, winter has departed and spring has officially arrived, so it's now more pleasant for affluent shoppers - especially those who live in the colder and snowier parts of the country- to get out there and start shopping again for more than the basic necessities. As shopping is often a two-phase process during which consumers first research what they are considering buying and then actually make the purchase, how will affluent consumers research products and services and how will they actually buy them in what has become a more omni-channel retailing marketplace in the past few years?
  • Dodging The Commercial Dodger
    On Demand, premium channel subscriptions, TiVo, satellite radio - these are all services that have gained widespread traction over the past few years. With On Demand you can choose from hundreds of movies and hundreds of television series to watch with a click of your remote. Premium channel subscriptions such as HBO, Showtime, Cinemax and Starz give you the luxury of being able to watch your show/movie without being interrupted by commercial breaks. TiVo gives peace of mind to those "on-the-go" who do not have time to catch their favorite TV show when it's airing; the record feature allows you ...
  • Notes From A Former Luxury Magazine Executive
    Back in the Nineties, working for an Ultra High Net Worth individual, I was involved to a very limited degree in a possible office move. Architects and designers spent a good amount of time planning the layout, including an elaborate suite for the chairman with private boardroom, dining room and so forth. The move never took place but later, in a financial meeting, I had to hold my jaw in place when I saw that just getting to the concept stage had cost $70,000 in fees. After all, that was more than it cost my parents to buy the northern ...
  • Golf Is The Marketing Long Game For Affluent Brands
    Becoming a golfer is commitment. Achieving liftoff from the tee seems like a miracle the first time it happens. Once you catch the bug, the natural progression is to start watching professional golf on TV. It's a maddening game requiring incredible patience and consistency. So when we tune in as fans on Sunday afternoon, we can relate to the emotional ups and downs while we enjoy the action and the beautiful backdrops.
  • Mail Surveys Are Good Source Of Essential Research
    In part 1 of this series, we looked at big data and how it is the focus of much content in business and marketing media. There is no question that big data can be very useful, but big data can only provide a portion of the research that marketers of high end products need in order to understand and effectively market to the affluent and luxury consumers.
  • Luxury Brands Through The Eyes Of The Affluent Generations
    Our previous column was the first of two that focus on the topic of luxury through the eyes of three affluent generations: Millennials, Gen Xers, and Boomers. That column focused on how the generations describe luxury in their own words and aggregated those words into themes by the three generations, listing which themes were among each group's top 20.
  • Luxury Through The Eyes Of The Affluent Generations
    Our prior column, which focused on luxury through the eyes of affluent female and male consumers, received very positive feedback. In it, we reported on adults 18+ in age in households with household incomes of $75,000 or more - the top 34% of households in the United States - who described "luxury" in their own words and told us which brand they nominated as the number one luxury brand in the world. Notably, though, while readers enjoyed "seeing" luxury through the eyes of affluent men and women, there were many requests to look at how the different generations, especially Millennials, ...
  • Premiums Require Personalization
    We live in a world that is run by technology. We can order our groceries online and have them delivered. We can video-chat with friends living on the other side of the world. We can pay our bills via a secured website. We can even get medical evaluations via this World Wide Web! So many of the daily, personal errands that we used to run can now be done with the click of a mouse and the entering of your credit card number. Going are the days where we became personal friends with the person behind the counter at the ...
  • A Brand Marketer's Guide To The Robot Uprising
    As a futurist, I'm often asked about an inevitable "robot uprising." I'm asked, "What happens when robots and artificial intelligence (AI) start taking the jobs?" and "What's the impact on brands?"
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