The secret of luxury brands? A good storytelling narrative

REDAZIONE
29/07/2021
In brief
As much as innovation remains the fundamental support for any type of approach to the customer, today’s user needs to recognize himself in a range of brand reference values.

When we talk about high-spending customers, we cannot ignore the importance of building a high-level customer experience. Brands have learned to redirect their business strategies and engagement methods, including technology as the core asset of the whole approach, to create immersive and engaging shopping experiences. The new testing ground for the competition between luxury brands has therefore become the user experience.

But no matter how rewarding and engaging it may be, can the user experience based solely on technological solutions be enough to capture the customer’s interest?

The answer is undoubtedly no.

As much as innovation remains the fundamental support for any type of approach to the customer, today’s user needs to recognize himself in a range of reference values. Accordingly, a successful user experience for a customer with high expectations cannot ignore the creation of a storytelling narrative that he can connect to.

The presence of a common thread capable of building a strong story around the brand identity which can at the same time rely on impactful digital communication supported by suitable channels, is the fundamental key for ensuring the loyalty of the target audience.

In order to create a storytelling that is both unique and relevant to the customer, you cannot simply improvise, but you must build it with the right partners.

Starting from a deep understanding of the customer’s needs and identity, Nuvicom, the communications agency of the Retex Group, is able to build a story around the founding values ​​of the brand and implement it in the most effective channels to communicate its message and value proposition.

How?

By developing and shaping new ways to reach the target audience through the right user experience − be it physical, digital or ‘phygital’, with the renewal and modernization of the various channels, such as the website, by reinventing its design and producing new editorial content that best represent the true essence of the brand.

Nuvicom’s support and services extend to the eastern market, from branding activities based on cultural identity mediation to the definition of a communication strategy and approach to specific channels, up to the production of content for ads campaigns” says Hendrick Wijmans, Creative Director of Nuvicom.

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