Luxury is hard to define but easy to spot. It’s not just about the brand or the price tag. It is about the overall sense of luxury – in the quality of the product and the quality of the experience. So, just as luxury retailers have created that special experience in their retail stores, catalogs and events, they are just as focused on it in their online stores.
Historically, luxury brands have lagged behind other e-retail verticals, but many are taking new strides and closing the gap. Here are a few challenges and opportunities to keep an eye on: (Non-luxury webstores should heed our “lessons learned” as well!)
1. CONTENT & COMMERCE
Product content, of course, is critical – as much and as descriptive as possible – and little sass can’t hurt. Videos, visuals that are zoomable, multiple product views – all are now must-haves, especially for apparel and accessories. Don’t forget to show the INSIDE and BOTTOM of the handbag – it matters to us women!
Non-product content – especially editorial content – can be just as powerful in both informing and influencing a purchase. Going beyond the inclusion of magazine mentions, Tory Burch does a great job of writing their own editorial content from Tory, from her editors and from guest editors.
Include related articles, How-To’s, wish lists, and anything that creates buzz, shares perspective and information. Create interest in personalities, brands, and inspire participation and exploration. Even better, have shoppers participate by adding their own content – reviews, photos or stories.
2. BALANCING BRAND VS. EASE OF USE
The challenge for luxury brands has always been balancing the “specialness” of their brand with the “commonness” of standard usability and design practices that boost conversions. Think awesome video catwalks and beautiful flash images and navigation vs. difficulty in finding a product and a slow checkout process. Trying to incorporate standard best practices with the unique luxury experience your customers expect is a constant struggle.
Faceted (or guided) navigation and filtering can be done in a luxury setting. Jimmy Choo makes it easy to find products with guided navigation but doesn’t overwhelm us with dozens of options, the way a book or electronics site would.
Don’t let the results page “cheapen” the look of your site. Neiman Marcus uses a search filter that imitates the help of a sales associate and the way shoppers make selections.
Constant and clear communication with customers during their shopping experience is a must. Confirm that an item was added to the bag, as Gucci does, or keep her updated on her total, tax and shipping costs in her mini-cart.
Being clear when and where there are error messages can reduce abandonment. In Coach’s checkout, error messages are displayed at the field level. Note the estimated delivery date as well.
Shopping bag and Checkout are natural drop-off points, so here’s where you need to counter any reason to abandon. Many luxury retailers have found ways to stylishly stick to common standards and best practices. The Lord & Taylor bag is easy to delete and edit quantity, but also lets you change color and size without having to return to a product detail page.
3. LEVERAGE THE RETAIL EXPERIENCE
If Customer Service is a distinguishing point for your retail stores or catalog, then don’t be shy about highlighting that online. Brooks Brothers puts “order tracking” front and center in the top navigation and also in the first bottom navigation column.
“Re-create” your flagship store online. Who wouldn’t feel a Willy Wonka sugar rush from the Dylan’s Candy Bar site? And what NYC woman doesn’t know the second floor of Bergdorf’s?
