While many have already started preparing a eulogy for brick-and-mortar retail, they shouldnt be so fast to declare it obsolete.
Purchasing decisions of the wealthy rarely have anything to do with cost. If someone has a substantially high income, then what is a couple dollar difference going to make? Probably not much of one at all.
Brick-and-mortar still offers an experience that cannot be replicated online, and the affluent are one of the biggest factors in this phenomenon. There is a certain panache that comes with actually shopping at a luxury retail location. Luxury car purchases help drive the brick-and-mortar success.
This doesnt mean that digital is absent in the affluent purchasing process. Todays affluent consumers have a wide array of devices to access the Internet.
As a matter of fact, 78% of wealthy shoppers research a product online prior to purchasing it in the store. However, as purchases become more expensive, the desire to actually see and touch a product becomes more important.
Fewer efforts resonate better with consumers than the power of human touch something that is hard to come by when making a purchase online. It is more about the experience.
Read the entire article by Frank Riolo, manager of corporate communications at Conversation, LLC.The Article Wealthy Shoppers Driving Luxury Car Brick & Mortar Success appeared first on Automotive Digest.