Luxury goods lovers are more connected and more loyal
It is the luxury brands that enjoy the so-called "authenticity hook effect" the most: consumers who, after authentication, declare that they want to stay connected to the product to find out more are an incredible 70%.
But what happens if the product is pre-loved? As we’ve seen already, 61% of consumers state that they want to continue the experience with the connected product after authentication; when the product is second-hand, the percentage drops to 52%. However, if it is a luxury product, it goes up to 71%.
So, what's the value of connecting to customers who buy a second-hand product? The value lies is getting to know him, give him access to an immersive experience into the brand’s values, and maybe recover items from secondary resale thereby continuing to derive value.
It is not surprising that those who buy in physical stores, the pillars of the luxury shopping experience, are even more eager to enter into a dialogue with the brand after the confirmation of authenticity is delivered: 76 % of consumers are interested in extending the experience. Obviously this is not because they have doubts about the authenticity of a product they bought in an authorized store, but because they can connect and access content and services, such as a certificate of authenticity or ownership. What drives customers to further engage is the desire to extend and amplify the gratification associated with the purchase experience.
It seems that Luxury brands’ omnichannel strategies work well, too, as even those who buy online are more interested in interacting with the product than the average: 66% vs. 58%.
Finally, let's have a look at the “loyal segment”, i.e. customers who describe themselves as passionate about that brand: 77% of them enthusiastically respond to the opportunity to access content telling the brand’s and/or the product’s story. Once again, we see that the authentication service attracts the most loyal customers, regardless of the purchase channel they have chosen and without distinction between new and second-hand products. Combining "Authenticity" with "Brand Experience" is a winner because it's a duo that consumers expect and desire from purchasing Luxury items.