Digital Strategies for Luxury Brands

A general e-commerce strategy of bidding on blanket keywords and competing with all dealers in its industry would be not only unsuccessful, but it could be harmful to the brand. Providing the right targets, the sense of exclusivity can be maintained within the digital space.

Smart Furniture doesn't compete with the likes of Target or Ikea for keywords such as "Furniture" or "Chair." The retailer has found that bidding on terms only in ZIP codes where its target audience resides provides a better return on investment than bidding on the same keywords across the board.