Secrets on How to Sell Luxury Items Online Successfully

Luxury is a hard thing to sell online. It requires a completely different approach than most brands, and most luxury companies don’t have the staff or the experience needed to get this right. But that doesn’t mean you can’t still use ecommerce for your luxury business.

How to Sell Luxury Items Online
In fact, you might find it’s the perfect way to reach the consumer when you have the expertise to do so.

The challenge for luxury brands is that only around 10% of their sales are made through online channels. Brand owners should therefore not underestimate how much they need to change to be able to sell online.

In this article, we discuss how to sell luxury items online.

Luxury Industry Trends Online 

Millennials and Gen Z will represent over 40% of the luxury market by 2025. As consumers become more digitally focused, high-end brands must be prepared to provide products and services through multiple channels. This includes an ecommerce website, mobile commerce, SMM and email marketing.

How to Sell Luxury Items Online

The average order value of products in the luxury sector are much higher. This means that companies will have to focus on customer service, personalization, and customer retention marketing as they work to gain these younger customers’ trust.

This is a superior online experience which delivers the convenience and ease of purchase that consumers expect. It’s no surprise that luxury retailers are selling their high end products to a smaller customer base. 

You should be tracking your online traffic so you know what your customers want and need. Knowing this information helps you plan your marketing strategies, improve your customer experience, and increase conversions.

In the consumer and luxury fashion ecommerce markets, traffic coming from mobile devices is much higher than desktop. This is true in all geographical locations. High amounts of traffic mean you can collect enough data to launch a sales funnel leak solution.

This solution allows you to track your users and send them messages, SMS or emails, to remarket and lure them back to the product they were browsing.

Luxury Goods Selling Techniques  

The key messages of the brand should be reflected in how to price luxury goods. When compared to mass-market retailers, luxury retailers have more time and resources to focus on customer relationships.

An excellent all-round customer experience, from on-site to delivery and any post- sales interactions can set a luxury retailer apart from competitors. It’s possible to come down to details like packaging. It’s important for customers to understand their reasons for shopping with a luxury brand.

The tactics that work for any retail chain need to be learned by the luxury retailers. The consumers they target can be just as comfortable with bargain hunting on Amazon or elsewhere as they are with other tactics. 

How to Sell Luxury Items Online

Signal your Value Proposition Clearly

Value proposition is about more than just the benefit that your product will have on a consumer’s daily life. It extends to your brand as well. 

High-end retailers are automatically regarded as high-quality and worth their money because of the luxurious connotations associated with their brand. 

For example, if a luxury retailer uses higher quality materials than any other brand, this is part of the perception that consumers of the brand buy into when purchasing their products.

Use Personalization

The rise of eCommerce and the availability of digital channels accessible to top brands has created  consumer need for both large-scale and high-quality personalized content. 

Nowadays, consumers want to be treated as individuals, and this need is intensified when it comes to making high-value purchases. 

Amazon does not advertise any products on its website. Instead, it sells products through its own website. When selling luxury products online, cross-sell strategies that suggest products based on prior purchases, wish list items, or other user behaviors can help you offer an exceptional, unique experience for consumers.

Consumers who receive a personalized experience are more likely to buy again and spend more, leading to repeat purchases and higher lifetime value.

Unify online and offline experiences

Whilst online shopping is one of the main disruptors of brick-and-mortar retail, luxury consumers are still driven by in-store experiences because of the elements of personal service required.

online and offline technique

For example, luxury consumers often want expert measurement and fitting, custom tailoring, and other unique services that aren’t always available online. Stores like Gucci and Bvlgari offer shoppers plush, uniquely designed showrooms. 

Whilst Burberry goes one step further by partnering with Uber to help transport customers to their nearest store.

This is known as the reverse omnichannel strategy. It’s one way to direct consumers into brick and mortar stores. 

You can use “buy online pick up in-store” services to get more people to buy from your store. You should do this by having a call to action for it on all of your product pages. You can also show exclusive, only available in-store products.

Conversely, you can use offline experiences to encourage online purchases in the same way.

Invest In Customer Centric Content

This is likely the most important point when considering how to sell luxury items online.

As a natural accompaniment to storytelling and SMM, high-quality content marketing is the way to go for luxury brands. It drives sales from both current and potential consumers by connecting them to your brand.

Content can take the form of informative blogs, well-produced videos, in-depth guides, and emails. You can also use a glossier brochure format to make your content stand out.

As it is often said, it’s all about the details. You’ve got to create a digital product that is exclusive and has a high-end feel. This will set it apart from the competition and help you stand out in the crowd.

You’ll have the opportunity to build a long-term relationship with customers and provide them with unique insights about their purchases, and they’ll see your brand and your products as being worth the investment in time and money.

A great example of an eCommerce retailer using multichannel content marketing would be to release a Gift Guide that offers exclusive insight into the products that will be Christmas time best sellers.

Follow this up with an email marketing sequence or blog content series that takes particularly popular items and focuses on their USPs. 

Tell Your Story On Social Media

Storytelling is an increasingly popular form of content that is easy to understand, share, and remember.  

To make storytelling work for your luxury eCommerce business, you need to be able to tell your stories in a clear and concise manner.

Social networks play a crucial role in helping high-end eCommerce retailers convert visitors to consumers. It has become the preferred method for companies to connect with their customers and prospects. It is a powerful platform to build trust and authenticity

ECommerce stores can use storytelling to not only engage visitors and potential consumers with their brand identity on social media but also to generate engagement with their products.

Where To Sell Luxury Products Online

Consistency is one of the things that luxury brands take time to create. As you wait for your brand to be ready to launch, you can also start selling high-end items online.

How To Sell Luxury Items Online On Your Own Website 

There are many ways to sell luxury items online, but you will have to have a well-designed website to get the right customers.

This is where you have most control over your customer data. Through your analytics team, you can understand your customers’ behaviour. By doing so, you can serve them better. Hence, it is ultimately where most of your online sales are going to be coming from.

So it’s essential that you make it work for you – if you’re advertising online it’s the place you’re going to be sending potential customers to so you have to make sure it converts well.

High End Departmental Stores

Department stores such as Takashimaya are good targets for retailing luxury goods. If you are just starting out, you might be better off looking at smaller local niche stores that can sell your luxury goods.

The Impact Of Selling High End Luxury Goods Online

It’s possible for luxury retail to be about more than physical stores. It’s not necessary to detract from the traditional luxury experience if you have an online presence.

Rather, it should aim to complement them by providing a choice of channels that reflect consumer preferences and deliver a great experience.

Major high end brands have realised this early and have adopted this approach. Should you want to further explore selling your high end luxury products virtually, contact Blazing Conversions for a deeper discussion on this page

Leave a Comment

Your email address will not be published. Required fields are marked *