Innovative Acquisition: Exploring alternative strategies to grow your customer base

How to drive customer acquisition for high-priced products

I recently had the pleasure of speaking on a panel at DTC Live in London, where we tackled one of the most pressing topics for direct-to-consumer brands: customer acquisition. My focus? The luxury sector and what we’ve learned at Brass Monkey.

For those who don’t know us, Brass Monkey exists to help everyone experience the power of a cold dip every day. We craft ice baths (yes, they actually make ice) for venues like spas, gyms, and wellness centres, and we also cater to those committed individuals pushing their wellbeing to the next level.

In the spirit of practicing what I preach about repurposing content—and not just keeping these insights to the people in the room—here’s a snapshot of the strategies I discussed. It’s not exhaustive, but it covers some key approaches for marketing luxury products online, balancing digital and offline channels, optimising paid advertising, and effectively acquiring new customers.

Question 1. How can you effectively market a high-priced product and get conversions on site?

Selling a luxury product isn’t just about the sale—it’s about crafting an experience that makes people feel like they’re getting something truly exceptional. Here’s how you can create that kind of experience for your customers:

Build trust with on-site signals

Trust is everything, especially when you're asking someone to part with a significant sum of money. So, how do you build that trust?

• Speak their language (literally): Make sure your website automatically adjusts for local languages and currencies. A seamless experience starts with feeling understood from the first click.

• No surprises, please: Be crystal clear about shipping options. If someone’s spending big, they don’t want any nasty surprises at checkout.

• Guarantees and warranties that say 'we've got you': Adding a solid warranty can turn a hesitant browser into a buyer. Knowing they’re covered if something goes wrong gives peace of mind.

• Let others do the talking: User-generated content and influencer endorsements can be gold. Seeing real-life photos of your product in action (from people they trust) is one of the most powerful ways to build credibility.

Emphasise craftsmanship and quality

When you’re selling a high-ticket item, your customers need to know exactly why it’s worth the price. Here’s how to showcase your product’s premium qualities:

• Make it look stunning: Invest in top-tier visuals—high-end photography and detailed renders that show every angle of your product. You want customers to imagine it sitting perfectly in their home.

• Let them personalise: Offering customisation, whether it’s colours, finishes, or features, makes the product feel bespoke. It’s like giving your customers the keys to their own luxury.

• Bring it to life: Use augmented reality (AR) to help your customers visualise the product in their space. Let them ‘place’ the product in their home or office and see how it fits into their lives.

• Provide the details: Downloadable product specs cater to those detail-obsessed customers. Break down everything from dimensions to materials and craftsmanship.

Concierge-level customer service

Selling luxury means offering luxury service. Here’s how you can take customer care up a notch:

• Be their guide: Your customer service team should know your products inside and out. Whether through live chat or phone, having experts who can offer real-time advice helps customers feel confident in their decision.

• Offer a personal touch: Think consultations or bespoke services—offering one-on-one advice makes customers feel valued and reassures them that they’re making the right choice.

• Stick around after the sale: Post-purchase support is key. Whether it’s follow-up emails, satisfaction surveys, or a dedicated aftercare programme, keeping in touch ensures the relationship doesn’t end at checkout.

Question 2. How can brands effectively balance their marketing strategies between offline and online channels to drive traffic to their Shopify store, generate leads, and boost eCommerce sales, and what metrics should they use to measure the success of these efforts?

Balancing online and offline marketing can feel a bit like walking a tightrope, but when done well, the two can amplify each other. Here’s how to get it right:

Balance and brandscaping

Let’s start with a concept I love—brandscaping. This is where you team up with complementary brands, influencers, or even events to create shared value. The idea? Work together to amplify each other’s message and reach audiences you might not have on your own.

Picture this: you’re hosting an exclusive event with a partner brand, maybe something like a high-end wellness retreat, and both brands’ customer bases come together. It’s a win-win because you’re not only offering a premium experience but also tapping into new potential customers through collaboration. The goal is to elevate your brand while creating something genuinely valuable for your audience.

Lead generation, the smart way

Every campaign—whether it’s online or offline—should be about capturing leads. The simplest way? Offer value. It could be a downloadable guide, a how-to video, or an ebook on how luxury products can improve your customer’s lifestyle. Get them engaged and then gently guide them down the funnel.

Patience, and the metrics that matter

Luxury purchases don’t happen overnight, so patience is key. In terms of metrics, you want to keep your eye on a few things:

• Impressions: The more eyes on your brand, the better, but make sure they’re quality impressions from the right audience.

• Website traffic: Where are people coming from, and what are they doing once they land on your site? Analyse the behaviour.

• Lead generation: Focus on the number of leads you’re capturing. How many turn into MQLs (marketing qualified leads) or SQLs (sales qualified leads)? These are your warm leads.

• CAC (Customer Acquisition Cost): Know how much it costs to acquire each customer and ensure it balances with your CLTV (customer lifetime value). Keep the scales tipped in your favour.

• Repeat purchase rate: This one’s gold. Returning customers show that you’re doing something right, and it’s usually cheaper to keep them coming back than to acquire new ones.

Question 3. Why can’t you just turn on a Meta ad and expect a 3x ROAS?

Let’s be real—every agency or in-house marketer has heard this question! If only it were that simple, right? Here’s the reality: setting a realistic return on ad spend (ROAS) is crucial. Your ROAS needs to align with your marketing budget, your broader channel strategy, and your customer acquisition cost (CAC). So, how do you tackle this?

1. Differentiate your messaging

In a crowded marketplace, your message needs to be clear and compelling. What makes your product stand out? Get to the heart of your unique value proposition, whether it’s quality, exclusivity, or innovation. Create ads that make people stop scrolling, and hit them with a message that speaks to their needs and emotions.

2. Leverage data and target effectively

Data is your best friend. With privacy changes making things tricky, it’s more important than ever to use first-party data to segment and target the right audience. Custom and lookalike audiences are great tools, but you need to continuously refine your targeting based on what’s working—and what’s not. The more precise your targeting, the better your ROAS.

3. Focus on the customer journey

The first interaction is rarely where the magic happens. Customers need multiple touchpoints before they convert, especially for high-ticket items. Retargeting ads, email campaigns, and organic content all work together to build trust and familiarity. The more seamless and engaging their journey, the more likely they are to make that purchase.

Question 4. What marketing strategies have you implemented to acquire new customers?

Influencer partnerships and sponsorships

Influencers with real clout can work wonders for your brand’s credibility. Partner with influencers who genuinely align with your brand values and target audience. Strategic sponsorships—think exclusive events or partnerships with like-minded brands—can introduce your product to new customers in a way that feels authentic.

Lead generation through content

Create content that adds value and helps potential customers solve a problem or enhance their lives. Free guides, ebooks, or videos can act as entry points for potential customers, helping you generate high-quality leads. Over time, nurturing these leads will turn them into customers.

Product differentiation

In the luxury market, you’ve got to stand out. Emphasise the unique features and benefits that make your product one-of-a-kind. Avoid the temptation to discount—luxury isn’t about price cuts, it’s about exclusivity. Focus on innovation and keeping your product premium.

Conclusion

Acquiring customers for high-priced, luxury products is about finding balance—between brand trust, a flawless customer journey, and a smart, data-driven marketing strategy. Whether online or offline, building long-term relationships with your customers is key to sustainable growth. And in this journey, it’s all about doing good things and telling people!