Information Technology Reference
In-Depth Information
Figure 6.8
Web-enabled customization and personalization of luxury products,
services and web experiences rank high among the expectations of clients from
e-boutiques. It allows for more client inclusion and satisfaction while fostering
intimacy and creativity. Although several luxury brands provide bespoke and
personalization services offline, there has been a low commitment towards
integrating this in the online offerings and extending it as a complement to the
offline channel. Brands like Louis Vuitton provide online personalization for a limited
range of leather goods, while Guerlain has an online personalization service for
its perfume bottles and has also extended the personalization of its Rouge G
lipstick from its Parisian stores to its website through a competition. Along with
Boucheron, the French high-jewelry brand Jaubalet is one of the few luxury brands
to incorporate an integrated product customization process through its website
