25 Sep '14, 9am

New routes to loyalty rely on seamless, consumer-focused engagement: report via @LuxuryDaily

New routes to loyalty rely on seamless, consumer-focused engagement: report via @LuxuryDaily

Marketers should embrace the Hashtag Nation To create a lasting impression and build loyalty amongst younger consumers, marketers no longer need to tout “youth values,” according to a new survey by Havas Worldwide. Instead of positioning campaigns as a means to separate generations, marketing efforts will more successfully attract younger consumers by giving them the means to stand out among their peers in a positive way. These efforts will then lead to brand loyalty. “While affluent high-end consumers constitute a large share of brand purchases, aspirational consumers, specifically HENRYs (high-end but not rich yet), serve as a key demographic for most luxury brands,” said Thomas Serrano, founder and president of Havas Luxe, New York. “These consumers, while 20 percent of the United States population, constitute 40 percent of U.S. consumer spending and are both up and com...

Full article: http://www.luxurydaily.com/new-routes-to-loyalty-rely-on-...

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