Information Technology Reference
In-Depth Information
Figure 4.1
The Ritz Hotel Paris is often described as the epitome of luxury that
has the ability to subdue anyone. The special experience of the hotel, created
through the harmony of the atmosphere, the decoration and the attention of the
staff
,
forms a part of the expectations of the clients from the hotel's website.
The Shopping Gallery, otherwise known as the “Hall of Temptation, shown here
is well known as a whispering zone as a result of the sumptuous nature of the
products displayed in the glass showcases
longer having a website, whether it features e-retail or not. What rules online
today is the experience that a brand is able to provide on its website and its
ability to monitor its presence in the cyberspace and positively influence the
public's perceptions towards everything that the brand represents. These are
the main factors that affect the luxury brands' equity both online and offline
as consumers transfer their collective experiences from the Internet to their
offline expectations and vice versa.
In the current digital luxury context, having a web presence, whether
through the brand's own website or in the social web, is now a given. Web
presence is also no longer the factor that will assure the continuous rela-
tionship between luxury brands and clients. The mere existence of a luxury
brand's website does not guarantee that clients will be interested in the brand,
neither will it ensure frequent visits, no matter how “flashy” and “pretty” the
website is. The reality is that the Internet has been around for two decades and
consumers have become used to the basics and are now demanding more.
Their level of expectation has increased dramatically and they are likely to
lose patience with websites that don't offer an optimal package of benefits,
values and experiences, including luxury websites.
