Information Technology Reference
In-Depth Information
Chapter 4
The e-experience:
creating more than
a luxury website
“Sensory information flowing into the brain fuels our perceptions,
memories, intentions and actions.”
—Michael O'Shea, Writer
It's not just about having a website
Anyone who has ever driven a Porsche, say the Cayman or the Boxster,
knows that there are a hundred reasons to fall in love with a Porsche. From
the commanding beauty of its appearance, the delicate contouring of its
form, the clean lines of its color, the ergonomics and comfort of its inte-
rior, the clarity and illumination of its lights, the smoothness and safety of
its wheels, the agility and gravity of its engine and the multi-function of its
communications, a Porsche is a teaser and pleaser through and through. But
if you only get the chance to drive a Porsche once every few years, what
you would remember may not be the characteristics listed. You will likely
remember the power of the smooth motion against you, the inner firing of
your spirit, the powerful unleashed force of freedom and the sheer reward
of being in a special space. These are all linked to the experience of driving
a Porsche. The experience, of course, derives from the sensations, feelings,
moods, perceptions and emotions aroused during the entire activity of driv-
ing. This is what stays in the memory and this is why you will go back to
drive a Porsche again and again.
The same principle applies to the way luxury is represented online. It is
not only a question of being present on the Internet through having a website,
or of developing the prettiest website or of providing the richest content. It
is about creating an exceptional online experience for every person visiting
and revisiting the website. It is about appealing to the senses and arousing
a profound desire to be associated with the brand through enveloping every
