Information Technology Reference
In-Depth Information
expect to be able to have an interactive shopping experience in which they
will be able to invite others to view collections with them, contribute com-
mentary, make recommendations and perhaps purchase together.
The service expectations also include the provision of several options to
instantly connect with a (real) sales representative by phone, email, chat,
call-back or voice messaging systems. Enabling extra features for infor-
mation, entertainment and exchanges will also go a long way to increasing
purchase probability. In addition, extended services that include product cus-
tomization and personalization, web page and web content personalization as
well as formatted service preferences will contribute to a memorable shop-
ping experience.
Step seven: back-office support
It is clear that a website is not able to function effectively without a sound
support system powered by the appropriate software and applications.
Luxury e-stores, which are particularly expected to be content-rich and
image-heavy with advanced interactive applications, are particularly required
to have the rock-solid back-office systems. Also, the fact that the luxury busi-
ness doesn't make any provision for errors and that luxury clients are also
unforgiving of errors means that luxury e-stores must function seamlessly at
all times. The e-boutique is also not expected to close for maintenance at any
time since shoppers in different time zones are attracted to the online store
around the clock. Fortunately, advanced technology has been able to provide
systems that enable the upgrading of a website while still keeping it running.
In addition, applications that power usability and e-merchandizing fea-
tures like multiple product views, select and zoom, spin and flip, speed of
page downloads and navigation should also be in optimal form at all times.
Uncompromising back-office support systems also include applications for
the protection of personal information such as credit card details as well as
addresses, nationalities, dates of birth and so on.
Step eight: client management
Fulfilling and exceeding the expectations of luxury clients online should be
the goal of every luxury e-retail website. This can only be achieved if the
focus is on ensuring an enhanced shopping experience rather than on selling
as much as possible. A positive shopping experience, of course, leads to a
higher purchase probability.
Effective client management is far from simple data collection for mass
email blasts or the registration of client preferences for endless propositions
to “preview” collections. It includes mining the data to extract information
that will enable targeted marketing communications and meaningful offers
that would likely lead to higher expenditure by the client. Bombarding clients
