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Tablets and Tuesdays the key to converting ‘luxury’ shoppers

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15th Sep 2014
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Sales of luxury products are on the rise, and as a result, the channels for targeting and converting the luxury shopper are becoming more important to understand.

According to Rakuten Marketing, which has been running analysis on 400 online retail brands in the fashion, luxury and beauty sectors in the UK over the last six months and has seen a 40% rise in sales between 2012 - 2013 and a 30% rise from 2013 to 2014, the key to successfully marketing to the luxury shopper is to focus on selling via tablets, on a Tuesday.

Tablet sales are forecast to overtake PCs as of next year, and as a result of the proliferation, the device shows the greatest conversion rates of all technology, with 4.1% of online promotions of luxury goods leading to sales, compared with 3% via PC and 1.3% via smartphone.

However, the average value of luxury goods sale was higher on PC than tablet, suggesting consumers are more comfortable carrying out more detailed research and completing the more valuable transactions on a desktop computer still.

“Although the tablet is the king device for conversions, PCs should be used to target big spenders,” says Sumitra Joy, analytics manager at Rakuten Marketing. “However, it’s important to bear in mind that in reality shoppers will actually use all of their devices at some point in the shopping journey. For example, most consumers browse on a mobile phone in the morning during a commute, then continue to research products on their desktop during a lunch break and finally make a purchase on their tablet at home in the evening.

“As a result, brands need to optimise the experience across all screens; the wider screen appeals to desktop spenders looking for detailed product information, but using dynamic images and video helps brands appeal to the visually-led tablet user.”  

Tuesdays see the highest sales of luxury goods, with brands able to boost their sales by 28% on this day compared to Saturday, the lowest selling day of the week. PC sales dominate through the week, but in contrast, tablet sales are particularly high at the weekend. On Saturdays and Sundays tablet sales increase, accounting for 25% of total sales made on these days.

“On Tuesdays there’s a long way to go until the weekend, so targeting consumers when they’re looking for a boost is the optimum time to convert their interest to a sale,” Joy adds. “Tempting shoppers with lunchtime deals delivered through desktop ads or rewards for buying on the way home served through geo-location technology, are a great way to pique interest.”

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