The luxury brands have reacted to the power of digital channels to increase sales, create connections and encourage customers. Top brands are investing in developing stunning online experiences. What do you think they should look like? How can you deliver experiences your customers expect? Here are five key areas you should focus on: customer service, visualization, hyped launches and customer service.
Appeal to shoppers visual instincts
Shoppers can touch, feel and touch the products in-store. Get creative with how you can bring this to the digital realm. It is essential to use high-quality images. But , go beyond the basic photographs. It is possible to add 360-degree views and videos of the product being used. Leading experts in this field have implemented Augmented Reality to help shoppers feel more connected to the items.
Offer excellent customer service
Customer service is an area where luxury shop already excelled. According to high-end shoppers it's a characteristic that differentiates luxury from other segments.
One of the most significant modifications to the definitions of luxury is the fact that wealthy consumers place more importance on the quality of service provided by their customers rather than the workmanship of physical objects.
A better experience for customers is dependent on their interactions with a brand, and more important than the 'wow' sensation of experiencing something exciting and new is how a brand treats them as a human being.
It's difficult to replace the luxurious experience customers enjoy in in-store experiences. But keep in mind that the modern-day customers appreciate the luxury of convenience that online delivers, too.
The internet can be a benefit for brands , offering individualized services that customers appreciate, as well as creating and keeping the human connection.
Gucci is a market leader in this segment, providing the following "Exclusive Online Services" one click away from their homepage:
A virtual tour of the showroom, which lets shoppers browse the collections live from the comfort of their homes.
Consultation with a gift expert who's expertise is matched with the shopper's wishes
Online appointments to have intimate, one-on-one conversations
A gift buying guide that is curated
After sales support to make sure that everything was done to the customer's satisfaction.
Join forces to create buzz and expand customer base
Collaborations on the web offer a unique opportunity to create exclusivity and the feeling that luxury brands can still maintain a sense of exclusiveness.
It is apparent in the popular sneaker and streetwear markets. The social proof associated with popular products is what makes them more appealing.
Collaborations between luxury brands can be used to increase their exclusivity and showcase their innovative side.
Deliver a seamless experience under any condition
Your website and app should be ready to make headlines about exclusive luxury products. Web site crashes are usually caused by an increase in traffic to websites.
A slow or crashed website means lost sales, of course. But lost sales are only 22% of overall business losses. More damaging is reputational and future sales damage.
There is nothing more frustrating than shopping on a website where they can't check out. Especially when running a collaboration, that initial contact with a potential client is vital.
Digital is a great source of inspiration and sales
Luxury brands know that online is a vital channel to sell. Even if the purchase isn't done via an app or web site and online channels, they play an important role in helping customers navigate the purchasing process.
According to luxury shop, a customer who purchases from a luxury retailer will make contact with nine brands prior to making an purchase. Adobe research indicates that 74% of luxury shoppers browse through various channels.
Shoppers can seek out opinions from their peers via social media or offline, as well as read reviews from various blogs and make purchases at the store or online. An omnichannel approach is key. This is how you should design your experience on the internet.
For instance, shoppers who are high-end consider availability of products to be the most important factor when making a decision to purchase either online or offline. They also want the option to reserve products on the internet for purchase in a store.
You should make sure that your offline and online shops are integrated seamlessly to offer the best shopping experience.
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