Luxury Shoppers More Likely to Trust Sales Associates with Mobile Devices


Retailers who are wanting to lure luxury shoppers should arm their sales associates with mobile devices, according to new research.  High-​end shoppers are savvy, particular and use mobile devices to do their homework before making a purchase.

"Eighty percent of U.S. respondents answered that they know what they want when purchasing a luxury product or service before interacting with a sales associate, according to a recent article by Luxury Daily.  Of the 12 countries surveyed, respondents agreed with this notion between 64% and 91%," the article notes.

The article also looked at findings by a recent Forrester Research report, which revealed that "66% of luxury customers are more willing to interact with a sales associate equipped with a mobile device."

The reason may be due to a lack of trust between luxury customers and sales associates; affluent shoppers may not believe that sales associates really know product information.  As the role of sales associates continue to change, integrating mobile technology into stores may help re-​establish trust while creating an enhanced experience for customers.

According to Ad-​ology Research, nearly 88% of affluent consumers — adults with incomes over $100,000 per year — are homeowners and are 41% more likely than the average consumer to live in a suburban area.  The majority of affluent consumers do not mind paying more for high quality products, and are significantly more likely than average to support companies that sponsor a favorite sports team or athlete.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.