Luxury brands may have been slow to include ecommerce in the heart of their business, but they certainly have been doing their best to catch up. Ecommerce is both an opportunity and a risk for luxury retailers—brand value and heritage are extremely valuable and cannot be put at risk. This explains why these brands are moving with care and caution to ensure long-term value creation and do anything to avoid cannibalizing their offline channel.
Storytelling is very important for luxury brands as the story and mystique surrounding the product is as important as the product itself. These brands all have rich and compelling stories to tell about the individuals and vision behind the brand, the extreme attention to detail, the superior craftsmanship and the celebrity endorsements. Digital and social media offer excellent opportunities for a more sophisticated storytelling.
Digital storytelling uses high-quality images, audio, video, and highly advanced web technology to deliver this message to the customers across the globe. Today’s technology is allowing luxury brands to use a level of personalization that was never before possible and to go beyond demographics to considerations like a person’s life stages, passions, and priorities.
Offering rich and highly personalized content will no doubt have an impact on the size and speed of the pages that are being served. The fact that almost all luxury customers are using mobile devices at one or more stages of the buying process will make it crucial to ensure that website performance is good enough to offer a delightful customer experience across the globe and on all devices.
Leading luxury brands are already using Catchpoint to meet this challenge (especially in China). Catchpoint is offering Digital Experiencing Monitoring that can simulate and measure any customer interaction, on any device, from over 600 locations across the globe. This way we proactively monitor mission critical applications and protect brand value.
Please take a couple of minutes to watch the video testimonial of Simon Cole of 7Digital who explains how they rely on Catchpoint for optimal performance, everywhere, all the time.