LEVEL UP
The luxury e-commerce space is undergoing massive transformation. Here's what you can expect in the coming year.
The luxury e-commerce space gets a new spin
STORYTELLING
The luxury segment is characterised by customers who don’t care just about the functionality of products (or services) but about how well the same was inspired, designed, packaged and delivered. For instance, people don’t buy expensive watches from brands like Patek Philippe, Audemars Piguet or Rolex because they tell time but because it is a feat of engineering that a machine built from mechanical parts can tell it with such accuracy, all the while packaged with such mastery that they can be thought of as jewellery. People buy fine art not only because of how they feel while they look at it but also because of what inspired the artist to create it and what their message is. These stories are powerful motivators especially in the luxury space where things are typically not priced in a “cost plus” model. It is possible to fake these stories and many often try to build one after the fact but an authentic one is usually more powerful and people can spot a fake a mile away.
When presenting these stories in the e-commerce space, one can employ a number of techniques to present the product or service in an engaging way. While the real world is still the gold standard for one to experience and evaluate a product, in the digital space, one can use videos, motion graphics, macro photography, 360 degree views, augmented reality, and a number of other methods.
MULTI-SCREEN EXPERIENCES
In line with universal commerce, platforms that deliver multiscreen experiences are now available in physical stores that blur the lines between the physical and the digital worlds. One can stand in the store and browse the product catalogue on a wall display, pick items that they would like to try on and have them be available in the trial room for them to try on. Requesting help from a shopping assistant or a change in size could be done using a tablet in the trial room and if everything goes well, they can check out using their online account right from the trial room and walk out of the store without any interruptions. Platforms that orchestrate such superlative customer experiences are now being more widely adopted.
UNIVERSAL COMMERCE
Unlike omni-channel commerce which is concerned with being able to sell a product or service in every medium possible, universal commerce talks about developing user experiences that span across these media and treats all of the channels as if they were a single brand. This is especially true in the luxury space. A customer who bought a shirt at a store could request it be exchanged online, or a product purchased online could be delivered to a store closest to the customer so they could visit the store and get the final fit and finishing done there. The apps that are being designed for e-commerce brands are taking these user journeys into consideration when designing user experiences.