Luxury brands need to do more for online shoppers
17/12/2015
In a study it has carried out with Exane BNP Paribas, ‘The Online Purchase Experience Ranking’, ContactLab revealed that brands are only “utilising best practice during the consumer journey” around 50% of the time. Analysts developed 67 parameters to measure the service offered by luxury retailers, analysing the complete purchase process, from the online ordering experience, to delivery, as well as packaging and returns. It looked at 29 global luxury brands.
ContactLab chief executive, Massimo Fubini, said on announcing the results: “There is definitely work to be done in the luxury sector if brands are going to increase online sales year-on-year. Consumers pay a lot of money for products from these luxury brands and they expect the whole experience to have that luxury feeling, from the moment they order the item to the moment it arrives at their door. Brands must go that bit further at every single stage of the consumer journey, but very few are fulfilling their full potential.
He said many brands are missing “little touches that make all the difference”, such as covering the product in standard parcel paper rather than delivering it in a more luxurious manner. Some brands, including high-end shoe brand Tod’s, do show best practice when it comes to packaging and focus on maintaining that feeling of luxury throughout the process, he added.
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