The Luxury Sector Is Keen To Try Social Computing
Results Of A Survey Of 122 Luxury Consumer Products And Services Firms
July 17, 2008
Why Read This Report
Forrester recently surveyed 122 brands, services providers, and merchants in the luxury consumer segment. Familiarity with Social Computing activities runs high with this group; however, beyond the use of search engines with sophisticated merchandising capabilities on their Web sites, few have adopted Social Computing activities to interact with their customers. But many more say they are willing to try things like taking part in social networks and forums, offering a user-generated review section on their Web sites, or creating blogs. A few luxury firms currently make the most use of these activities, such as Rémy Martin and boutique winemaker Stormhoek. Our data suggests that while respondents spent 5% on average of their 2007 marketing budget on Social Computing, both budgets and dedicated resources for these initiatives will increase over the next five years.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Also in Collection: Online Luxury And The Global Affluent
Benchmark: Luxury Sector eBusiness Adoption
May 27, 2008 | Victoria Bracewell Lewis