Information Technology Reference
In-Depth Information
6. Don't believe that you're smart enough to get away with creating mini-
sites, micro-sites and all kinds of digital files and interconnecting them
to your website. It's tacky tacky tacky and so obvious.
7. Avoid cluttering pages with too much information. This Marketing 101
presentation rule is also applicable for luxury websites.
8. Don't believe those people that tell you that if your website background
color is not black, then you're not a luxury brand. C'est faux !
9. In all circumstances, avoid integrating heavy media files and graph-
ics that require long downloads, especially on your home page. That is,
unless this is your way of operating a one-man protest against luxury on
the Internet.
10. Allow visitors to customize their choice of page views on the website.
And no, it will not diminish their experience of the brand's universe.
11. Understand that language is a key issue that should not be ignored online.
And when I say language I don't mean only grammar and expression, but
also language options, access type, local content and special text characters.
12. Understand that domain names may now be registered in non-Latin text
characters. And yes, you have to do something about it before some
smart Chinese guy does.
13. Understand that 3-clicks to buy is not an academic theory but a real busi-
ness tool for every luxury website.
14. Apply “breadcrumbs” as footprints on your website. If you're lost, then
read from the beginning of this section.
15. Don't forget that all the benchmarks for each element of website com-
petence as highlighted in this section are not necessarily drawn from the
luxury sector. When reviewing web elements, don't forget the likes of
Amazon, Apple and Nike who have precedented several web functional-
ity and usability tools. Yes, they are not luxury brands but they got there
first, sorry.
Case Analysis 4.4
Website competence analysis - anyone for cookies?
How would you feel if each time you logged onto your preferred website, you
were instantly recognized and ushered in exactly as you wish, meaning in
your preferred language choice, page settings, personalized content and per-
haps even your preferred choice of products? Have you ever dreamed that a
website could recognize you and modify the web pages for you? How about if
that website happens to be that of a luxury brand? Well actually, part of this is
now possible as luxury brands are presently able to collect information about
website visitors through cookies. The downside, however, is that in most cases
the website visitor is not informed of this and therefore not aware of it. Even
worse, many of the luxury brands have not managed to create exceptional
experiences with this data, at least from the client viewpoint.
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