Beyond the product, luxury shopping is defined by the special touches that make a customer feel pampered while paying a steep price. A glass of champagne, an attentive associate and a pristine presentation are the cherries on top of the exchange in-store that make it a luxury experience.
Online, those human touches vanish. Most luxury brands — still, astonishingly, not all — have accepted that they can’t sit out on e-commerce, and top digital luxury brands are getting creative by adding specialized touches to their online stores.
Certain features have become table stakes, even if some brands are slow to adopt them. Free shipping and free returns, customer service live chats and related product recommendations should be assumed offerings of luxury brands online. But others that aren’t widely adopted as e-commerce strategy can set the brand’s experience apart and recreate the high-touch feel of luxury stores for the screen.
“The experience correlation between what happens in stores—when you enter, communicate with associates and buy—and on the digital landscape should be similar,” said Amay Makhija, a research associate at digital think tank L2 and one of the leads on the company’s recent Fashion Digital IQ Index report. “Then you have brands doing extraneous things, not just replicating the in-store experience, but taking it forward.”
On the product page
Fendi, for instance, is figuring out how to impress a sense of urgency on the online shopper, who’s easily distracted and can vacate the shopping trip with the click of a mouse. In a Fendi boutique, a kind but persistent salesperson might appear at your shoulder to remind you that there are only a few of a certain blouse left in stock. Online, an equally persistent pop-up window appears to Fendi shoppers who have remained on a product page for an extended period of time. The pop-up tells potential customers how many other people are looking at that product, as well as how many are left in stock. If an item is moving fast, shoppers will hopefully rush to add to cart before it sells out, “replicating the urgency of shopping in store,” said Makhija.
|Scooped by Dominique Godefroy|