Information Technology Reference
In-Depth Information
the data for segmentation and targeting of the customer base and positioning
of the brand. As we all know, a first purchase of a scent-based product fol-
lowing a sample testing usually leads to regular future purchases as a result
of affiliation with the scent. This should ring a bell.
Another strategy for the sale of scent-based products in the virtual envi-
ronment is through providing a strong and thorough scent description using
precise and emotion-evoking words. As I previously mentioned, what we
hear is interesting but how we hear it is often what has the most effect. To
get an idea of what I'm talking about, read and compare these two phrases
that are the description of the same newly launched fragrance by Valentino
A soft and soothing scent that oozes energetic vanilla, with a base of calming lav-
ender and a hint of powdery rose, for all day joie de vivre
This perfume has been created with a special blend of vanilla, lavender and rose
and lasts all day
Which of these two phrases would most likely influence a positive pur-
chase decision? Your answer is as good as mine.
Movement
Movement is the luxemospheric element that is linked to the tactile sense of
touch. It is clear that the sense of touch cannot realistically be reproduced in
the virtual online environment but it can be simulated through the integration
of certain elements that psychologically evoke the sense of touch and help
the website visitor to forget that they are staring at a computer screen. These
elements are mostly linked to movement because motion provokes a sense of
progression, action and interaction that is often linked to physical touch and
feel. If we take a simple example of watching a movie in a cinema or even in
a home cinema setting, you will mostly agree that it is quite easy to become
immersed in the scenes of a good movie to the extent that we feel that we're
part of the action taking place in the movie. If we take this experience even
to the elevated plane of the 3-D screen viewing of movies, the impact is even
higher. In this case, we can almost swear that we can touch and feel the people
and objects in the movie. If these feelings can be evoked through our interac-
tions with television or cinema screens then why not a computer screen?
Reproducing movement online is fairly easy through videos, interactive
flash, animations, zoom, 3-D, slide shows, flips, demos, avatars, navigational
tools etc., but the challenge for a luxury brand lies in integrating these elements
in a balanced form on its website. I'm often appalled at how simplistic luxury
brands' approach to their website design is in terms of integrating interactive
elements aimed at producing the sense of touch. The widespread practice
has been to inundate the luxury website with flash animations on multiple
pages, throwing in a mix of videos both in the main website and in linked
