The personal touch separates the luxury buying experience from the mass experience. Affluent consumers look for great customer service. As the time they spend online continues to increase, so must the experience. The time spent online by consumers in households with an income greater than $100,000 annually rose nearly one-quarter from 2011 to 2013, at 32.8 hours per week to 41.6 hours per week, respectively. This means marketers must figure out how to translate the experience from offline to online.