MR PORTER Creates Connective Consumer Experiences
MR PORTER is one of the strongest examples of a online luxury retailer focusing on consumer experience when it comes to marketing to affluent customers online. MR PORTER has developed a comprehensive strategy for it’s branded content. MR PORTER is leveraging an episodic approach to it’s branded content
Each Tuesday, MRPORTER.COM rolls out stories and features of the week, it then delivers pieces of that content across its online and offline channels in a manner that conveys a piece of that story in a way that relevant to the audience on that platform (twitter, Instagram, email, the MR PORTER post newspaper).
For those of you that don’t know, an episodic approach to content is when a brand structures the release of it’s content to role out in format at a set time on a daily or monthly format – you see this in your favorite television shows that come on at the same time, same day each week – each piece slowly builds upon the story being told, giving it more meaning or showing another layer of it.
What’s more, since MR PORTER are targeted towards their male audiences. In a recent interview with Mario Muttenthaler, Head of Marketing and Sales, MRPORTER.COM, shared “The tools that online marketing provides (search engine marketing, affiliate marketing, online advertising etc) are as relevant for men as they are for the general online population but we tweak the communication for men and the universe for some of these channels is more defined.”
“In the affiliate world for example you find a lot less sites and blogs targeting men than women, in particular in the luxury sector. Incorporating style into a lifestyle is important to men therefore the mix of media we choose reflects the lifestyle our men lead, continued Mutthaler. “Overall our marketing strategy is quite diversified at MRPORTER.COM. Whether via traditional advertising avenues like GQ, the Wall Street Journal or via social media channels such as Facebook and Tumblr, we build a strategy that speaks to various audiences in a multi-platform way. You’ll often find us targeting the traditional men’s arena, however we also speak to a luxury lifestyle audience that includes women too. You may find us in magazines, on a wall in the London Underground, on Facebook or with our MR PORTER newsprint Post in the Virgin Atlantic Clubhouse at JFK.”
What was most interesting in the interview was the fact that Muttenhaler shared that their marketing strategy subsequently built the female audience that shops on Mr. Porter because of their desire for the significant others to have style.
Also, in March, MR PORTER launched a Global Treasure Hunt in Hong Kong (Sydney, New York, London and Paris have already taken place), utilizing GoldRun app technology for users to capture a virtual MR PORTER shopping bag in various city locations to win a number of prizes from Lanvin sneakers to APC jeans in (continued) celebration of our first birthday. That the epitome of immersive consumers experience.
Images courtesy of MR PORTER || Illustration by Mr Joseph McDermott