Luxury in South-East Asia: let’s make it digital

April 2013

Younger audiences need an educationHot stat: The SEA market is

projected to grow between 15 and 25% in the next 5 years

Major trends• Most luxury consumers in

emerging markets are young• Luxury has to solve a tension

between customer acquisition (fast) and brand equity (slow)

• A solution: educating the market (craftsmanship, savoir-faire) through contents which associates storytelling and engagement

High-service within the digital worldHot stat: High net worth individuals (HNWI) will triple in

Indonesia to nearly 100,000 by 2015

Major trends• Service is fundamental, as

some local elites are used to afford servants, maids

• Customers are more discerning but not especially loyal

• A solution: put the at the heart of the marketing process, in an experiential connection which provides both authenticity and service

A lifestyle experience, online and offlineHot stat: This Singaporean

influencer commands 130K page views & 20K+ followers across her social media

Major trends• Online is the principal source

for research• Online communities are real

life groups revealed and amplified by social media

• Influencers are in a symbiotic relationship with brands. Visibility for Access to fans.

• A solution: Identify who and where are your influencers. Hear what they say, know what they do. And engage!

Follow consumers with an ecosystemHot stat: Information research can

take up to 2 to 3 months before purchase

Major trends• Consumer experience is now

“omnichannel”, from the stores to the app and social media

• The attention economy is fragmented between apps, mobile web, second screens, new platforms, influencers

• A solution: Think of a strategy which integrates all of your channels and offer multiple entry points to tease then retain consumers

From digital to social, and mobile commerce

Hot stat: 20% of e-commerce in Singapore on tablets and mobile.

Major trends• Fashion items are the top

category for m-commerce• People shop mostly from

home (40%), office (18%), on the move (11%)

• 45% of Fortune500 companies have no mobile strategy or site/app

• Insight: omnichannel is not enough, and needs responsivity and contextualized promotions. Are you mobile-ready?

Burberry drive sales on digital

Hot stat: +29% sales in 6 months “half of which due to digital marketing”, says CEO Angela Ahrendts

Major findings• Value-added for Twitter

followers with premiering of the collection (“Tweetwalk”)

• Burberry Body fragrance launch on Facebook and Youtube

• Facebook fans x3, search results +85%

• Insight: Social is more than a “nice to have”, and a true driver for sales and engagement.

Four Seasons Hotel and customer-centric social strategy

Hot stat: 12M impressions from one case study – a bridal-focused, multiplatform campaign

Major findings• A centralized corporate

presence on Facebook, Twitter and Pinterest and a unique presence for each location.

• Global branding + Thematic campaigns on Lifestyle

• Customer-centric use of Twitter Accounts that makes everyone feels at home

• Insight: social media features and guidelines help split global and local presence easily. Customer service on Twitter is a must-have

Let us be your guide to a new world of communities and opportunities Hot stat: Blogs reached 57% of

Singaporean in 2011, 60% in 2012

Keep in touch• We help brands understand

conversations online• We co-create strategies,

provide tools, methodologies and guidance

• We keep an eye on innovation so that you keep an edge on competitors

• Insight: learn how communities and their influencers work and interact, and be part of an exciting and rewarding world

Contact us in Singapore:martin.pasquier@agencetesla.com