Suzanne é fundadora e principal executiva da 400twin, empresa especializada em consultoria às empresas do mercado de luxo e seus consumidores. Possui mais de dez anos de experiência adquirida em empresas como Estée Lauder, Eve.com e Viant. Em sua palestra, abordará as melhores práticas para alcançar consumidores ambiciosos e de alto poder aquisitivo online.

1. VTEX SUMMIT 2010:
Reaching aspirational & luxury customers online
Suzanne Hader / 400twin, New York

2. A working definition
of luxury
Everyone knows about it,
but few can have it.

3. What makes luxury “worth it”?
Getting all the details right and a better shopping experience.

4. The better shopping experience is also
in the details.

5. THE “WORTH IT” EQUATION
Perception of { Special Access }
+
Emotional reaction to { Brand Storytelling }
+
Overall Excitement from { Shopping Experience }
•
•
{ Premium paid over what consumer would normally buy }
=
CONSUMER PERCEIVED VALUE

6. RULE #1
Special access is
about targeting, not
exclusivity
•Know your audience
•Create deep, personalized
relationships
•Give your best customers
better access

7. THE LUXURY AUDIENCE: Core Customers vs. Aspirational

8. Brands targeted towards Core Luxury vs. Aspirational

9. Personalization and
sharing (both ways)
Show them you listen and
give them tools to tell others

10. Better access to products AND perspectives

11. RULE #2
Use your brand to
woo customers. Don’t
sell to them.
•Emails are your store
windows
•Beautiful, complete
content
•Merchandise stories
elevate the product

12. Get attention Email Strategy

13. Beautiful content Photography

14. Complete content Including video

15. Stories develop
immediacy, relevance
The richer the story, the
greater the engagement

16. RULE #3
Engineer the
shopping experience
to be exciting.
•Message to create
excitement
•Events focus attention and
anticipation
•Invest in ease of use

17. Messaging strategies
CORE LUXURY
•Trends are the story
•Emphasize
uniqueness
•Being the first to
know matters

18. Messaging strategies
ASPIRATIONAL
•Brands and products
are the story
•Emphasize popularity
•Celebrities, magazine
mentions matter

19. Online and offline
Stronger call to action
events create urgency

20. Inspiring to browse,
easy to buy,
delightful to open

21. THE “WORTH IT” EQUATION
Perception of { Special Access }
+
Emotional reaction to { Brand Storytelling }
+
Overall Excitement from { Shopping Experience }
•
•
{ Premium paid over what consumer would normally buy }
=
CONSUMER PERCEIVED VALUE

22. THANK YOU
Suzanne Hader / 400twin, New York
shader@400twin.com