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that match closely with the shopper's appearance and enabling products to
be tried on this model. For example, let's say a shopper visits Dior.com and
finds that the brand has incorporated this application in its e-boutique, the
shopper can proceed to re-create himself or herself in the store by selecting
the exact height, weight, facial features, skin color, hairstyle, body shape and
other multiple dimensions. This model can then be used to try on products
like bags, shoes, jewelry, clothing, eyewear, watches and so on. MVP also
enables the shopper to store their personal avatars for future retrieval and to
transfer them to friends for comments. This tool not only increases purchase
probability, but also goes a long way to ensure client satisfaction and reten-
tion as well as compensate for the lack of human presence in the e-store.
The company has also created My Virtual Showroom, which uses the same
principle and application of MVP to power the re-creation of physical spaces
from store interiors to offices, homes and showrooms.
Another e-merchandizing application that corresponds to the level of
interactive online shopping that clients currently seek is the Online Makeover
kit created by Taaz, which enables hairstyling and make-up artistry on real
human photos. The application allows shoppers to upload their photos online
and subsequently test out different looks on their faces by selecting hair-
styles, colors, length and thickness. Taaz also produces hundreds of make-up
options for lips, eyes, cheeks, brows and face. It even allows the users to
plump their lips, whiten their teeth and change the color of their eyes with
contact lenses! This total re-looking enablement is a sure booster of the
online shopping experience (Figure 6.7).
The days when zoom, flash, flip, spin and 360º product views moved
online shoppers to take out their credit cards are over. Luxury e-shopping
currently requires more involvement and collaboration powered by the
e-store but controlled by the shopper. The challenge for luxury brands and
e-retailers lies in not only grasping the attention of the shopper and aiding
them in finding and viewing the products, but also in engaging them through
a collaborative shopping environment that thrives on creativity and sharing.
The future will be about companion shopping, individual styling, interac-
tive media manipulation and access to web profiles on extended peripheral
devices including mobile phones. Consumers will also expect to be able to
view products in 3-D real time, which is quite different from the 360º prod-
uct spin that currently exists in static image formats.
The front office interface elements that are essential for sales optimization
include all the features that are connected to serving the client. When people
are shopping online, they are aware that there is no human being present on the
website but they would still like to feel that there is someone behind the screen
somewhere available for them. This is where e-CRM tools come in. Serving
online shoppers shouldn't be about data collection, FAQ sheets, talking ava-
tar assistants and automated product suggestions. It should be about providing
tools for instant access to sales representatives, personal shoppers, technicians
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