Information Technology Reference
In-Depth Information
Luxury websites, of course, require the basic technology systems for web
page appearance, speed, video streaming, downloads and other interactive
media. In addition to these, luxury websites are also expected to integrate
the systems that support capturing client online habits, managing their pref-
erences and enabling customization, personalization and reward systems.
In the case of an e-boutique, understanding clients becomes insufficient as
these clients have to be monitored and their shopping habits will have to be
integrated with their data and shopping habits in the offline stores. There
is also the additional issue of managing an international clientele that shop
online but also in different stores of the same brand around the world. Some
of these clients may have multiple addresses, credit cards and even nationali-
ties; therefore the software that ought to identify them online should also be
able to transmit their data to a central point from which it will be distributed
to the several retail points. This, of course, is easier said than done but these
are the lines along which luxury brands should be thinking. More so, appli-
cations that support e-merchandizing such as product display and viewing
modes, shopping assistance, product selection and trials as well as display
preferences should also be enabled. In addition, payment systems, currency
conversion, transaction tracking, delivery options, logistics and inventory
control should all be powered by the best systems.
Computing is like the human bones that hold the body together. We do not
see it but it has to be recognized and cared for, otherwise we will die and all
that will be left is a skeleton, literally. This applies as much to humans as to
luxury websites.
The journey of establishing an extraordinary online presence is quite long,
as you may agree after reading this section. Luxury brands no longer face
the sole question of having a website or even having the prettiest website
around. This is now a given. The crucial issue is linked to the kind of expe-
rience that is provided on the website and how this affects the relationship
with the client or general public. Creating a luxury website should have the
goal of ensuring an immersive web environment and luxemosphere that
would envelop each person who visits the website into the universe of the
brand. It should seek to create intimacy through arousing human sensations
that influence perceptions leading to a real love and respect for the brand.
This is possible, of course, if the focus is on the mind rather than the eyes.
