Evening Event
Today, 81 percent of luxury buyers use digital channels as their preferred means of research for luxury products and services. With this ever increasing use of digital channels, the luxury marketplace will continue to encounter disruptive changes that should require marketers to rethink their marketing, distribution and communications approaches.
Being called of one of the largest disruptors of retail in the 21st century, Amazon is creating the new normal for consumer expectations and how they now shop and buy luxuries. Of the 67 million Americans who consumed luxury in the past 12 months, 60 percent are also Amazon customers.
By successfully and attentively listening to their customers and prospects, working to remove any friction or obstacles from their shopping experiences, including delivering competitive prices and free, speedy shipping, Amazon has built a name for itself among 115 million of their U.S. consumers as being better than other retailers.
In collaboration with BAV Consulting, The Shullman Research Center looked at Amazon's brand equity and growth potential. In both brand strength and stature, Amazon is constantly rising, placing it in the top .03 percent of the thousands of brands BAV studies on an ongoing basis.
When asked about how Amazon would impact the luxury market, Mr. Shullman said: “Amazon is something you're going to have to deal with whether you like it or not. The question in my opinion is not if, it's a question of when.”
Please join us as we explore:
- How luxury buyers are now describing luxury.
- How luxury shoppers are now shopping.
- How luxury shoppers are now receiving their luxury advertising and messages.
- How Amazon continues to court and win a greater share of the luxury shoppers' wallets.
The 800 Pound Gorilla in the Room: Amazon-Evening
about the speakers
Bob Shullman
Founder
The Shullman Research Center
view bio
Bob's restless nature and inquisitive mind have now determined it is the time to bring expertise back into the marketplace after taking a sabbatical from his post as President of Ipsos Mendelsohn. That's no surprise, given his acclaimed record of thought leadership in the marketing, advertising and media research worlds. Indeed, in many circles he's considered a guru regarding luxury, affluence and wealth as he spearheaded the prestigious annual Mendelsohn Affluent Survey for many years while also sharing that wisdom in newsworthy articles and interviews on CNBC, Bloomberg/Sirius Radio, WSJ.com, Dow Jones News Service, Advertising Age, AdWeek, MediaPost, Financial Times, Barron's and more.
Throughout his award-winning career, his focus has always been on strategy and brand equity, “listening” to consumers (aka consumer satisfaction and loyalty research and insights), as well as the marketing, media and advertising arenas... with thousands of research studies in four primary categories: luxury and affluent markets, financial/wealth services, media, and “listening” o customers and prospects. Most importantly, this focus has been equally concentrated on his clients' bottom lines, utilizing both traditional and innovative research to build their businesses... and that is the driving force behind The Shullman Research Center.
The 800 Pound Gorilla in the Room: Amazon-Evening
about the brands
The Shullman Research Center (www.shullman.net) is a full service marketing research and consulting organization that focuses on luxury, affluent and wealthy consumers. Among its initial offerings is The Shullman Luxury, Affluence & Wealth Pulse, the most comprehensive and authoritative source of insights about the future purchasing intentions of the Luxury, Affluent and Wealth Marketplaces in the United States as seen though the eyes of the luxury and affluent consumers.