Despite luxury brands previously shying away from digital platforms due to the sensorial factor being imperative for consumers, experts say there is a way to command these platforms without compromising what the consumer needs.
Between 2009 and 2012, the e-commerce market grew by 80% which represents even more market shares that brands need to win. Speaking at a recent Luxe Pack event, Gabriel Dabi-Schwebel founder of ‘Communication 1min30 agency’ and Stéphane Truchi, CEO of ‘Ifop Group’ said it is an area which requires complete consumer centric reorganisation and cross-channel generalisation whilst also incorporating how to enhance buyer experience.
Speaking specifically on luxury brands, the experts revealed that those in this segment need to invest in the proper apps, so that they can still capture the consumer without the imperative sensorial element.
“Sure, with these platforms we do not have the 3rd dimension, but brands using images, text and sound in the right way can cause a reaction in the senses,” says Truchi.
How to overcome the sensory barrier…
According to Dabi-Schwebel, up until now factors slowing down online purchasing for luxury brands alongside the sensorial experience also includes the risk of counterfeit products. But that there are rising pros to investing in the platform, such as a limited access to luxury boutiques, and that online platforms offer more choice in less time that it takes to walk the high street.
Tools like storytelling, info of the product, relationship with the client, social media, brand entertainment, apps or smartphone /tablet choice can really merge the 3rd dimensional and virtual worlds for the consumer.
"Research has found that consumers in emerging markets are on the rise, with 35% making purchases on a PC, 46% on a smartphone and 64% on an iPad. Of those, luxury buyers represent 95% on a PC, 82% on a smartphone and 73% on an iPad," adds the founder of ‘Communication 1min30 agency’.
However there can be setbacks with this platform according to Truchi, so brands need to really think about the likes of screen sizes and loading time when choosing their apps, whilst also being careful not to over-complicate mobile applications or develop overly complex web platforms.
"It’s a mistake to make a complicated site, brands must be a media of its own and connect with the clients through this.The video format used by brands could be with a full screen or NLs to inform or create a link or alert. Websites are for storytelling."
The experts say that it is better to go for an option that is fluid and easy, with the least time consuming factor for the end user; "It is interesting when brands manage to share stories rather than one bout of communication with the likes of a blog or magazine."