Consumers are increasingly comfortable with online shopping. After a few clicks, a company’s team (either physical or robotic) picks, packs and despatches their chosen items in a sturdy but nondescript cardboard box. This is perfectly fine if the objective is transactional. But for luxury goods companies, for which the actual sale is just one aspect of the overall customer experience, it can be a lost opportunity.
While it is becoming increasingly easier to create and set up a commercial website, not everyone can do what successful luxury goods companies have perfected over many years. Turning their stores into the very embodiment of their brands; thick carpets, polished displays and well-manicured staff. Obviously creating this kind of physical store experience requires rather a hefty capital investment, but it's also what differentiates luxury shopping from just shopping.
So how can a luxury brand reflect such a wonderful in store experience online?
The guiding principles actually remain the same. The shopping experience must be a seamless journey in which customers feel luxury at every turn, from swiping through products on their smartphone, computer or tablet to unboxing their purchases at home.
Attention needs to be given to all touch points, both digital and physical.
Digital touch points include the on-screen experience from account registration and the welcome email, to abandoned cart management; ordering; purchasing communications and followup emails.
Physical touch points include delivery, packaging, delivery, external packaging, internal packaging, documents within packaging, return procedures and return communications.