Information Technology Reference
In-Depth Information
words should not be viewed as strings of data to be processed but exchanges
of meaning and foundations of interaction.
What
we hear is important, but
equally relevant is
how
we hear it and how it is expressed by the speaker.
This is an important factor in speech and voice narration within websites.
It should also be understood that the function and impact of voice narration
is quite different from that of natural sound reproductions. The same applies
to advanced audio applications such as the ability to listen to text as well as
the ability to listen to voice translations of text in different languages.
Following the choice of sound variety, a luxury website must also pro-
vide sound control tools featuring the standard “play”, “pause”, “forward”,
“rewind” and “stop”. In addition, there should also be a “skip” option and
where possible a “variety” option. This is particularly relevant, as a sub-
stantial segment of the current online luxury consumer population are busy
professionals seeking to enjoy the convenience of fitting online shopping
within their hectic schedules. Therefore, they desire a relaxed atmosphere
and sound and music satisfies this need, although this segment would prefer
to control their audio choices on a luxury website. The sound control menu
also provides an opportunity to feature information related to the sound type,
whether it is existing music or specially composed sound.
Finally, the sound that is chosen for a luxury website should be the same
or at least coherent with and complementary to the sound of the brand on
both offline and online platforms. This means that where possible, there
should be similar sound across all touch-points of the brand including the
website, e-boutique, telephone lines, store, events and other initiatives and
avenues that bring the brand into direct contact with its clients and tar-
geted publics. In the integration of audio features into online platforms
and storefronts, the strategic issues linked to collective consumer experi-
ences at every touch-point of the brand should be continuously assessed.
Although several luxury brands remain quite far from integrating uni-
form audio at every touch-point of the brand, one of the few luxury com-
panies that has effectively mastered the use of uniform sound on both its
digital platforms - website and mobile portals, as well as its offline touch-
points - telephone lines, lobby, bar and restaurant, is the Parisian Palace
hotel, Hôtel Le Bristol (Figure 4.7). The hotel has a specially composed
melody that has become a part of the DNA of the brand and is the back-
ground theme heard in the hotel's lobby, restaurant, bar and telephone
line as well as on its website. This harmonious sound forms the bedrock
of the sensory character of the brand and is the uniting point of the col-
lective experiences that clients have with the brand. In addition, Hôtel
Le Bristol has ensured that its thematic melody reflects its brand per-
sonality and heritage while at the same time remaining balanced. As
previously emphasized, audio features are important elements of the multi-
sensory mix of luxury websites and are expected to be balanced in type,
pitch, tone and melody and, above all, must be linked to the brand's core
identity.
