Recommendations:
Luxury consumers have high expectations when they are shopping in luxury boutiques. Luxury brands have set the bar high and these standards have to be translated to their digital platforms especially as consumers evolve and become more digitally savvy. “Whether browsing via a mobile app, an in-store tablet or simply just on-line, customers expect to receive exactly the same premium experience that looks and feels like their favorite brands”- luxury brands must be consistent in their marketing message and keep the image of the brand strong across all platforms from offline to online media.
Chanel for example, has a beautiful website, it is an overall sensory experience as music plays and stunning images convey the brands opulence. However, despite the look of the site, the user experience lacks logical progression. Navigating the site is challenging and soon becomes disappointing when the …show more content…
All the information I need is there (measurements, pictures, etc) and goods were delivered on time and undamaged” and another stated that they enjoy the “convenience of Shopbop”. Online consumers are more sensitive to practical factors such as delivery time, cost of delivery and whether the product pictures displayed online are an accurate representation of the actual product. A respondent commented - “I chose a bag on the Stella McCartney website and when I travelled to England was able to tell them the exact name and colour and I found that it looked entirely different in person.” – these are factors that inhibit online consumption. Earlier in the survey, question 12, respondents were asked what stops them from purchasing online - over 40% stated that they needed to check the physical goods for quality and to see if the products have been accurately represented online before they are comfortable to make a