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LUXURY SHOPPING IN THE DIGITAL AGE
Luxury brands began to explore digital spaces several years ago, but many of these esteemed establishments remn hesitant in fully embracing the digitization revolution. The conventional notion that an immersive tactile experience within brick-and-mortar stores is crucial for luxury shoppers to appreciate and value products remns prevalent.
While luxury brands excel at showcasing high-quality imagery and engaging videos online, some seem to lack a compelling user experience that matches their offline offerings or drives conversions effectively. Their online presence can sometimes fall short of expectations set by their luxurious in-store experiences.
Brands focusing solely on traditional retl are not overlooking the essential role of physical stores; they are prioritizing an immersive customer journey within these spaces. Our position on e-commerce is clear, Bruno Pavlovsky, President of Fashion at Chanel, underscores the importance of retl spaces and the brand's commitment to creating an engaging in-store experience.
Consider, for instance, the New York beauty concept store by Chanel, designed for personalization that enhances guest experiences by offering bespoke services. And Burberry's flagship store presents a bold reinvention with a three-story scaffolding design featuring 80 cameras capturing full 360-degree views and an interactive robot sculpting figures into art installations.
FOMO EFFECT
Retl spaces are witnessing a resurgence, thanks to the innovative transformation of brick-and-mortar stores by leading luxury brands. Online experiences influenced more than 40 of luxury purchases in 2018, whether through online product research, social media engagement, or browsing e-commerce sites directly.
The digital revolution has ushered in an era where online experiences play a pivotal role in customer satisfaction. Brands are encouraged to convey their heritage and timeless elegance in content that today's hyper-connected consumers. The question now is how luxury brands can translate the sophistication and personal touch of their in-store experience into compelling online platforms.
LEADING IN ONLINE ENGAGEMENT
For e-commerce sites dedicated to luxury, it's crucial not just about aesthetics but functionality too. Luxury shoppers are digitally savvy, demanding stylish, sophisticated experiences that cater to their high expectations, similar to those encountered offline. Net-a-porter leads the way by demonstrating consumers' willingness to purchase luxury items online.
They innovate with services like 'Style Trial,' allowing top-sping customers to try up to 30 pieces of clothing at home before finalizing a purchase. Additionally, for London-based clients, there's an offer that includes a personal shopper and customized clothing and accessories to enhance the overall in-store experience.
ALL OR NOTHING APPROACH
To drive sales on luxury e-commerce sites, brands must recognize that focusing solely on physical stores or online platforms could limit their potential market share. Online growth projections are only expected to continue as digital engagement becomes increasingly important for today's luxury consumers.
Brands looking to meet rising customer expectations will need to deliver a cohesive and unified experience across both online and offline channels.
The future of luxury shopping is at the crossroads of traditional retl spaces and digital innovations. The most successful brands are those that invest in online experiences with confidence, matching their boldness in physical stores. Those who fl to do so risk being left behind as they overlook the evolving preferences of today's luxury consumers.
Let us embrace this exciting era of innovation and explore how we can enhance the customer journey both offline and online together. Stay connected for more insights on the future of luxury shopping.
Image: Courtesy of Burberry.
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