Luxury shoppers have higher expectations for mobile website design from retailers than the majority of consumers, and they expect their online shopping experience to be spread across their desktop and social media platforms, as well as mobile.
These findings of Forrester Research’s “The Luxury Retailer’s Guide to Agile Commerce” also report that the average consumer shopping for luxury goods is younger than the average online shopper. The average age of a luxury online shopper in the U.S. is 37, whereas the average shopper across all online retailers in the country is 44. It’s even younger in China, where 52 percent of luxury online shoppers are between the ages of 25 and 34.
All of this is in line with previous Forrester studies, particularly a survey last year that showed that 51 percent of luxury shoppers in the U.S. expected retailers to have a mobile website. Almost as many – 49 percent – expected luxury retailers to have a mobile app.
Another telling statistic is that 59 percent of online luxury consumers reported making purchases from a mobile website or app, compared to just 12 percent of all smartphone users. However, only 43 percent of those surveyed said they expected to be able to purchase items from a retailer’s mobile website or app.
The “Luxury Retailer’s Guide” suggests that luxury marketers focus on creating cross-channel shopping experiences for consumers. Since luxury shoppers clearly expect to be able to research and interact with luxury brands on mobile touchpoints, the findings suggest that luxury mobile website design be optimized to integrate with other marketing channels to best serve the luxury consumer.
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