New Bond Street in London, Causeway in Hong Kong, Fifth Avenue in New York. Globe shoppers are surely familiar with these streets, where most famous luxury brands can be found. In Cushman & Wakefield’s top ranking, Via Montenapoleone in Milan steps up and for the first time it overcomes Parisian Champs Elysées. 

That’s the result of a truly extraordinary portfolio, but also of a very careful strategy, which succeeded in coordinating boutiques from Via Montenapoleone, Verri, Sant’Andrea, Santo Spirito, Borgospesso and Bagutta to create a shopping district with a few competitors in the world. Here Chinese and Russians go wild with their shopping and spend on average 1,700 euros in jewels, design shoes and bags, fashion creations. 

 

But Italian luxury is well established even far from Milan’s Quadrilatero, in élite tourism destinations such as Porto Rotondo in Sardinia, Taormina in Sicily, Courmayeur in Aosta Valley or Cortina d’Ampezzo in Veneto. In Cortina new luxury store by Franz Kraler has just inaugurated, offering the best Italian fashion brands in a unique environment. The secret of its success is indeed the highly pleasing shopping experience, together with a clear Dolomiti flavor. “Customers should feel cuddled and comfortable, as in a parlor”, said Daniela Kraler to Il Sole 24 Ore. 

 

How to charm a more and more international audience, which appreciates Made-in-Italy and is particularly demanding? Even luxury brands and retailers are evolving their strategies and, without dropping traditional marketing mix elements, are using mobile marketing to intensify communications with loyal clients and conquer visitors moving nearby. 

Windows alone are not enough anymore: a smartphone notification is far more effective in convincing someone to step into the shop, maybe alerting of the ongoing promotion, the new product, the exclusive event not to be missed. Some brands develop their own mobile apps, some other leverage platforms such as Movibell to implement mobile proximity marketing campaigns and surprise customers who walk just out of the door.  

To let people find your shop, you don’t need beacons or complicated hardware and software systems. A connected smartphone and Gps feature ... that’s all: your store will be able to call out for anybody passing about 200 meters far. Do try it, Movibell mobile app is available in Italian and English for iOS and Android devices.