Information Technology Reference
In-Depth Information
and helps to overcome the anxiety of how a room would appear if remodeled.
The company's latest product 'BrandME I am the brand' lets users display several
brands in their virtual wardrobe and post them on their personal online page where
visitors can comment on them. This has led to the creation of a thriving online
community that congregates both shoppers and those seeking an outlet for their
creative juices.
The applications, which are fast and easy to use, may be incorporated within any
e-store and are already in use by Sears, H&M, Adidas, Speedo, Levi Strauss &
Co and so on. Its benefits go beyond converting shoppers to buyers by less-
ening the fear factor, but also improves profitability by increasing revenues
while cutting costs. It's been determined that online shoppers using My Virtual
Model™ solutions spend more, buy more and return far fewer items, resulting
directly in reduced shipping and handling costs for the retailers. It is also an
essential tool for content management and digitized services.
As online shoppers become familiar with this technology and use it as a yard-
stick for their expectations from luxury e-stores, this level of innovation in per-
sonalized shopping will become the norm. The brands that will be left behind
by the wave of change in virtual identity will spend more to catch up.
The back office
The back-office support system of an e-boutique refers to all manner of software,
applications, systems and codes that ensure that the website is running efficiently.
They form the backbone of the website and, without their optimization, it would
practically be impossible for all the front-office features to run. The back-office
elements cover a wide-ranging scope from stock tracking and inventory manage-
ment, transaction and payment processing, dispatch, logistics, returns, refunds,
cancellations, information processing, data management, content management,
privacy and security of transactions, and security of deliveries.
Supporting all the aspects that make up the complex nodes of the back-
office systems requires expertise and investment in the right technology.
It also calls for a flexible approach to change and improvement as con-
stant updating will be with the evolution of technology. Online shoppers
do not expect to be inconvenienced by systems breakdowns or website
closures as a result of maintenance and are, of course, not expected to
become victims of this. Luxury brands should also avoid outsourcing cru-
cial back-office segments that could touch on client management and may
potentially result in leaving the brand's image at the mercy of the sub-
contracted company. And, of course, it is essential to avoid being associ-
ated with sub-contractors that understand neither a brand's positioning nor
its clientele.
Creating an exciting and interactive luxury e-boutique that demonstrates
recognition and inclusion is the order of today's online luxury shopping (see
Figure 6.9). Service is the keyword irrespective of what a brand is selling and
online luxury product retail should not be separated from selling luxury service.
