Information Technology Reference
In-Depth Information
Third, luxemosphere ensures a high stickiness level (the intensity of a
website's attractiveness and the level to which it retains the web user on the
website) and higher purchase probability in the case of e-retail. If a luxury
brand's website features harmonized elements in its design, navigation and
content that lead to an enhanced ambience, the website visitor is likely to
be immersed in the experience both consciously and, more importantly, sub-
consciously. When this happens, they are likely to spend considerable time
on the website in their discovery or re-discovery of the brand's universe
and we can then say that the stickiness level of the website is high. In this
case, we can also say that the website generates positive vibes in the visitor.
When a client feels good on a website, they will remember this experience
and return for more of these vibes, leading to brand affinity, website affili-
ation and higher purchase probability. More importantly, online users are
more website loyal than brand loyal and this goes to say that the website is
an important channel of drawing new clients to a brand and validating what
the brand represents for old clients. Luxemosphere is a tool for ensuring an
enhanced relationship and an intimate bond that only the right sensations
can create.
Finally, the role of luxemosphere also includes ensuring memory recall.
The environment of a luxury brand's website will ensure that we remember
the website or that we don't. If you take a moment to imagine the number of
websites that you have visited in the last five years, you'll most likely con-
clude that they run into thousands. Now, how many of these websites stand
out in your memory? They will likely be a handful. And why do they stand
out? Was it because of their content? Their visual impact? Their functions?
Or the overall experience they provided and the feelings you had while
browsing through the website? If you're able to answer these questions,
then we understand each other. Let's also not forget that experiences could
be negative but this is not the point of discussion here, as luxemosphere is
linked only to positive brand experiences.
How can a luxury brand integrate the luxemosphere
on its website?
Attaining a seamless luxemosphere was previously perceived to be impos-
sible but several approaches and tactics now make it achievable through
multi-sensory elements that directly stimulate the main human senses and
ultimately lead to the immersion of the subconscious in a superior online
experience. The web elements that should be incorporated online using
available technologies that will ensure an enhanced luxemosphere are
shown and analyzed. Some of these elements also feature extensively in
the analysis of website design strategies in the next section. Before we
analyze these elements, take a note of the keywords associated with
