E-commerce is an opportunity that many luxury retailers have been reluctant to use, although examples such as Prada aims towards e-commerce demonstrate their potential. However, with a market set to grow, new research shows that thanks to information from the your customers' online activity, luxury brands have the opportunity to learn about the 80% of their customers in store by name.
The “Digital Frontier” research, conducted by Contactlab in conjunction with Exane BNP Paribas, shows that brands need to work harder to seize opportunities Ecommerce connection with your stores when it comes to providing a sales experience and online marketing integrated.
The report shows that customers that can be contacted digitally They represent 27% of in-store revenue and nearly three-quarters of e-commerce revenue. These customers also have a multi-channel activity about 50% higher than in stores with unique customers, which can be boosted by marketing automation.
According to Massimo Fubini, CEO of Contactlab, luxury brands need to change their perception and open the doors to the mutual benefits of engage with digital customersThis contact is transforming the luxury industry and, thanks to the rise of Ecommerce tools, brands have actionable data on the online behavior of its customers.
This allows them to know 80% of the customers in the store by name. The success of Luxury brands is based on your ability to take advantage of the digital profiles and purchasing decisions, with the aim of adapt them to the commitment and the advanced personalization with AI.
Luxury retailers could gain more sales through the acquisition of anonymous customers, leading them to a more committed relationship in different channels and avoiding the Causes that prevent the success of an online storeIf brands ignore the online channels through which consumers interact, they will be missing out on an opportunity to gain a clear view of your profile, their behavior and their preferences.
Luxury platforms that set the standard
My Theresa It has established itself as one of the best options for buying luxury brands online, with international coverage and fast shipments that arrive in Spain within very tight deadlines. In favor: their website is available at Spanish, ideal for non-English speaking buyers. Cons: does not offer split payment.
Farfetch It stands out for its global reach and a catalogue of more than a thousand brands, reaching almost two hundred countries. In favor: incorporates hard-to-find brands and a second-hand section. Against: the price may vary by size.
LuisaViaRome combines heritage and contemporary proposal with a very wide offer, especially of italian brands, and boasts of fast shipping and returns. Against: its Mobile Version it can be improved.
Amazon Luxury Stores bet on one careful selection and a more premium interface, with continuous growth that shows that the luxury segment is a priority for the company.
In addition, multi-brand stores are the perfect place to purchase luxury clothing on sale, with discounts that can reach 70%. Net-A-Porter, The Outnet, Browns and Moda Operandi are leading this trend with exclusive capsules and seasonal selections; Mr Porter, for its part, offers premium services for high-value customers. And, in parallel, there are platforms that allow split purchase with Klarna in three installments, although its search engine or descriptions are not always available in Spanish, so it is advisable detect a fake online store.
Experience, personalization and service
In luxury, the immersive brand experience is decisive: elegant design, intuitive navigation and visual content editorial reinforce exclusivity. The customization Increase conversion: relevant recommendations, tailored communications and a impeccable customer service with attention to detail.
The exclusive collaborations and limited editions create urgency and scarcity; the storytelling with videos, interviews and editorials connects with heritage and savoir-faire. In marketing, it is appropriate to have a selective focus: high-level public relations, events, and alliances with influencers that embody the values brand.
Practical tips for selling luxury goods online
1) Focus on millennials and Gen Z: They represent a growing share of the market and discover brands on social media; they appreciate premium comfort and sustainable proposals.
2) Outstanding logistics: Fast and free shipping, click & collect and easy returns increase satisfaction and reduce friction, aligning online and physical stores.
3) Advanced customization: AI, AR and geolocation to show local currency, taxes included and availability; consumers expect personalized experiences and are willing to pay more by them.
4) Digital-first with VIP treatment: programs for EIPs with personal shopper, early access and 24/7 supportSync carts and wish lists across the web and app for a omnichannel fluid and reduce the purchase abandonment.
Luxury e-commerce offers global reach and control of the experience without sacrificing the exclusiveness: With data, design and service, brands can attract high-net-worth customers, drive loyalty and convert every interaction in a moment of courage.
