Luxury Lexicon 24 terms
Marketing terms
Terms used to reach customers and communicate products.
A
- A/B testing
- Comparing two versions of something with separate groups to measure which better achieves a defined outcome.
B
- B2B
- Business-to-business: products, services or transactions aimed at other businesses.
- Brand ambassador
- A person who represents a house to the public: a sales title at counters and boutiques, or someone paid to promote the house.
C
- CMS
- Content management system: software for creating, organizing and publishing digital content.
- Conversion rate
- The percentage of a defined audience that completes a desired action, such as store visitors making a purchase.
- Customer segmentation
- Grouping people by relevant characteristics or behavior to make communication and service more appropriate.
D
F
- Fashion week
- A set period of shows, presentations and appointments at which houses unveil collections to buyers, press and clients.
G
- Go-to-market
- The plan for introducing a product or service to its intended customers, including channels, pricing and communication.
L
- Limited edition drop
- A scheduled release of products made available in a limited quantity.
- Logomania
- A style that makes prominent or repeated brand logos a central part of the design.
N
- Net Promoter Score
- A customer feedback measure based on how likely people are to recommend an organization.
O
- Omnichannel
- Coordinating stores, websites and other sales channels so customers can move between them during a purchase or service request.
P
- Paid media
- Advertising space or distribution purchased by a brand, including paid search and social advertising.
- PIM
- Product information management: maintaining consistent product details for use across sales channels and other systems.
- POSM
- Point-of-sale materials: displays and promotional materials used where products are sold.
- PR
- Public relations: managing communication and relationships with the media and other public audiences.
R
- ROI
- Return on investment: a measure comparing the return from an investment with its cost.
S
- SEO
- Search engine optimization: improving a website so search engines can understand it and people can find it through unpaid results.
- Social selling
- Using social networks to build customer relationships and support sales conversations.
T
- Trade marketing
- Marketing activity with retailers and distributors to support a product's visibility and sales through their channels.
U
- UX
- User experience: how people experience using a product or service, including its usefulness and ease of use.
V
- Virtual selling
- Advising and selling to customers remotely through video, messaging or other digital contact.