Information Technology Reference
In-Depth Information
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Figure 4.21
Continued
is not the same as the e-retail of mass market products. Luxury products are
sold in extraordinary retail spaces and this shouldn't be any different online.
The current practice among luxury brands, however, is to create e-boutiques
that scream “buy now” all over the pages both through the text and through
the general presentation.
In order to understand how to sell luxury online, it is important to identify
the key factors that drive the shopping experience and sales in the e-boutique.
This is the e-boutique format; the e-merchandizing style or the way prod-
ucts are displayed, viewed and interacted with; and the supporting e-CRM,
in other words the facilities for instant client relations such as style advice
and after-sales relations including returns, refunds and exchanges. The online
service is also important.
In choosing the format of the e-boutique and the e-merchandizing of the
products, the first key issue to recognize is that the products have to be ele-
vated in order to enhance their value. In other words, the products should
be treated like precious and delectable objects to be treasured and not like
merchandise to be sold at all costs. This means that the product images,
their display modes and the corresponding information should all be of the
best quality and in sync with one another. In addition, the level of interac-
tivity of the accompanying e-merchandizing tools such as zoom, 3-D views,
alternative product views, product view history, color and style availability,
