Information Technology Reference
In-Depth Information
Figure 6.7
Online shoppers are no longer wowed by basic features like zoom,
flash or 3-D product views. Their expectations for interactive online shopping
include the enablement of personal virtual models to enhance product visualization
against a realistic human form; as well as interactive kits for product testing and
trials. Two of such applications that could easily be integrated in the e-store of luxury
websites is My Virtual Model and My Virtual Showroom, which allows shoppers to
virtually re-create themselves online and their environments; and Taaz, a re-looking
kit that enables shoppers to try on different facial looks prior to shopping
or whomever the online shopper would most likely seek to get in touch with.
Luxury online stores ought to have tools for instant live chat, call-back sms,
email, express dial in addition to automated shopping assistance that should fea-
ture dimensions of the most frequently demanded services. The same applies to
after-sales service offerings which should be clearly stated and easily available.
Shopping for luxury products online should also feature a high element of
product and services customization and personalization. Online shoppers have
become demanding due to the influence they have garnered on the social web
and also from being spoilt for choice. The wide accessibility of luxury brands
and products has led them to seek products that offer a personal touch whether
it is bespoke or standardized. Also, with the ease of the integration of applica-
tions for customizing products and services, clients expect to see provisions for
product personalization from luxury websites. A few luxury brands like Louis
Vuitton (see Figure 6.8), Guerlain and Anya Hindmarch allow online shoppers
to personalize a limited range of products online, mainly through a few letters
indicating their initials, inscribed or painted on the leather goods. Others like
Maison Calavas allow online shoppers to create and package their make-up kits
from a range of colors, while Fendi has recently introduced the opportunity to
personalize its baguette bag through a paint-brush kit that comes with the bag of
coated canvas. Although Fendi provides no means of trying out design samples
of the bag online, this bag is retailed on websites like e-Luxury.com. Product
personalization goes beyond allowing clients to put a few letters on a product;
it presents a real opportunity to foster creativity and inclusion and to strengthen
the cord of intimacy between the client and the brand.
Online customization and personalization is tricky and challenging because
it stretches beyond products and must now include services in web experi-
ences. Technology currently allows websites to track clients' online shopping
