Information Technology Reference
In-Depth Information
gap of the lack of human contact, a website that is flash-heavy for the sake
of featuring interactivity serves no purpose. Like video, flash animation
should be short and compelling with a specific and relevant purpose. It must
also be in harmony with the rest of the website and, above all, be linked to
the brand personality. As Internet users continue to evolve and to become
more savvy with technology, they are also becoming more demanding and
more difficult to please and incessantly “flashing” them in a bid to please
them will lead nowhere. They require a coherent experience from a luxury
brand both online and offline, and this is directly linked to sensory experi-
ences through the luxemosphere. A well-integrated interactive flash anima-
tion is a strong brand enhancement and communications tool, and enhances
the web experience to lead to impulse purchase, stickiness and repeat visits
and consequently increased web and store traffic and higher revenues. Again,
the purpose should justify the element and applied technology.
In addition to video and flash, movement may also be simulated on a lux-
ury website through the integration of applications that allow the viewing of
products in zoom and three-dimensional modes. These are most effective in
the e-boutique and product presentation sections of websites. Although zoom
has become commonplace, what is still lacking on most luxury websites is
the ability to control specific parts of visuals powered by zoom. For exam-
ple, although it is expected that a product featured in the e-boutique should
be viewed in zoom modes, the products should not only be viewed in their
entirety or in the universal mode but specific features of the products should
also be viewed through enabling selecting and zooming in on product parts
of the image, up to 2x or 3x their original sizes. This means that the images
should be in high-resolution format for clarity and sharpness. The zoom
facility should also be aligned with the 3-D features that enable the interac-
tive view of products in a 360º format. Enabling image views in a 360º for-
mat allows not only a complete visualization of the image, but also ensures
both interactivity and the generation of the feeling of touch, which is essen-
tial for the sale of sensory products.
Latest technology also enables the visualization of products not only in 3-D
formats but also in real time, meaning that a product such as a watch that is
displayed on the website may be viewed with the correct real time and if the
watch has a metal strap the real light reflections on the metal strap will also be
seen. When you cannot touch a product, you have to at least expect to feel that
you can touch it or that you can visualize it exactly as it would be if you were
holding it in your hands. This is the direction of interactive digital technology
and will form a key component of client expectations in the near future.
3-D and zoom are indispensable in the visual e-merchandizing of sen-
sory products as they not only provide a better view of the product, but also
empower the website visitor to visualize products in their own individual mode.
This demonstrates recognition of the client and reinforces their empowerment.
When images are featured in static mode, they ought to be multiple alternative
