Over recent years, technological innovations have transformed just about every facet of modern life, and have been the driving force behind elevating VIP experiences to their most luxurious heights yet. From fashion and lifestyle to travel, hospitality and entertainment, we’ve seen online industries going all out to cater to the evolving demands of a discerning clientele, leveraging digital platforms to take things to the next level and offer personalised and otherwise enhanced experiences that, once, we could only have dreamed of.
Here, we take a look at how some of the top high-end brands have taken the lead, showing the competition how it’s done and winning themselves new favour amongst affluent customers in the process.
Fashion
Virtual reality experiences
Virtual reality has been behind one of the most dramatic upgrades to the luxury customer experience online, and has brought it in line with the personalised experience they might expect to receive in a physical store. By allowing customers the chance to virtually try on outfits before they buy and making personal shopping recommendations in real time as they do so, brands like Balenciaga have hit the nail on the head, eliminating some of the former frustrations that came with online shopping.
This innovative strategy has cemented the reputations of the brands using them as trailblazers who are at the cutting edge of everything – not just fashion. For the luxury consumer, it hasn’t just enhanced the shopping experience, but has also instilled a renewed sense of confidence in the high-end brands they love.
Limited editions and drops
Creating a sense of scarcity has long been one of the luxury world’s most effective secret weapons, and launching limited edition collections and collaborations, where just a small number of products are available, is still highly effective when it comes to getting high-end customers (figuratively) queuing out of the door on the day.
Supreme’s ‘drop’ model is a prime example of just how well this works in the online space, with customers urged to set their alarms for a chance to get their hands on limited edition items at specific times on specific dates, creating a frenzy of excitement in the lead-up and getting people talking about it across social media platforms to an extreme degree. The sense of urgency to be ready to pounce and buy before a product sells out only makes it all the more highly sought-after, and enhances the luxury experience for those who are lucky enough to land one.
Entertainment
Immersive entertainment and VIP experiences
Virtual reality, along with augmented reality, has come into play once again in the online entertainment space, with gaming platforms and online casinos transforming their offerings to cater to increasingly professional players and high-rollers alike.
iGaming marketing services provider Rev Panda says that by integrating VR and AR experiences into favoured games like poker, blackjack and roulette, online casinos are not just appealing to a new wealthy clientele thanks to their innovation, but are also retaining the interest of existing customers – and going beyond immersive gaming, live dealer games and VIP online casino loyalty programmes are also getting significantly better in order to further support this cause.
Wynn Resorts, which is known for its opulent casino resorts in Las Vegas and Macao, has been making headway in the online space over the past few years, bringing its famous VIP programmes to digital customers and offering them even more exclusive experiences in exchange for their loyalty – from complimentary stays at their resorts and invitations to private events, to bigger and better bonuses. It’s just one example of how leading casino platforms are doing it well, and in an industry where money is no object, we can expect to see VIP offerings continue to become more impressive.
Travel and hospitality
Personalised booking experiences and virtual tours
Personalisation has become a key focus for luxury brands across all sectors, including travel and hospitality. Brand spin-offs such as Airbnb Luxe have emerged in a bid to offer a more exclusive experience to a more affluent demographic, connecting clientele with meticulously curated luxury homes and personalised concierge services to ensure the most memorable of stays. It’s an approach that has worked well, winning over clients who would previously have opted for five-star hotels over private apartments and homes on the standard version of the platform because they place value on high-level, personalised services and amenities. With Airbnb luxe, guests can tailor every aspect of their stay through a user-friendly app to ensure it meets their individual needs and expectations, transforming a typical stay into a truly exclusive getaway.
And for the extra-discerning customer, virtual tours have made it possible to inspect properties and accommodation options before committing. Leading global hotel chain Marriott now allows potential guests to explore its properties from afar in all their 360 degree glory thanks to VR, allowing them to really get a feel for what a holiday or minibreak at its hotels would be like and making them feel more connected to the brand overall – which in turn, fosters loyalty.
