It is no secret that one of the keys to success for a commerce engine is customer service. Whether in store or online, shoppers expect to be valued from the point that they elect to browse all the way through to purchase. When it comes to ecommerce, level of trust must also be considered, as customers are asked to forfeit actual dollars for virtual merchandise. It is during the process of fulfillment and shipment that the goods go from virtual to actual in the mind of the customer. Brands need to recognize this factor through basic components of online commerce, including usability, security, and customer service.
For many brands, ecommerce represents a significant piece of revenue (or potential revenue), but there also exists a challenge. When a website goal is ecommerce, how does the label also communicate the brand image without having competitive messages? We’ve seen everything from the Flash heavy, fully immersive experiential sites to the totally bare commerce sites. But for luxury brands, the balance must fall somewhere in between. After all, the name that comes to mind first when thinking about the best online shopping platform is usually Zappos, on account of high usability and even higher customer service. But what is lacking in a platform like Zappos is the ability to convey the brand image, story, heritage and value proposition through the layout and design of the store; an integral component for a singular luxury brand.
Below are five luxury ecommerce websites that offer a superior experience:
1. Zegna: A recently launched site, Zegna conveys the excitement of their collection with a new take on a shop-able runway. The site loads with runway video that pauses in order to showcase product information and the ability to purchase. On the product pages themselves, components such as multiple views, sharing features, and simple add-to-cart functionality all make purchasing an item online, even one as intimidating as a suit, a smooth process.
2. Tiffany: Easy navigation, coupled with beautiful product imagery, makes this site interesting and enjoyable to browse. In addition, Tiffany is a brand that utilizes their Facebook page as a customer service portal, providing a high level of accessibility to customers.
3. AhaLife is an ecommerce site that selects one item of interest per day, with the ability to shop a much wider array of product. What is distinct is that each piece of featured merchandise is carefully curated, and as shoppers, we can learn the stories of these curators. In this way, AhaLife provides a well-defined point of view from which shoppers can experience the product.
4. Net-a-Porter: From same day delivery by well-mannered gentlemen in select locations to packaging options and easy returns, Net-a-Porter makes shopping an effortless activity. On the site, style advisors are fully available to answer questions and provide insight, product shots look impeccable, and enhanced content like magazine editorials, video, and designer bios all aid in enticing the customer.
5. Louis Vuitton has come to offer a commerce platform that seamlessly molds with their branded experience in a way that makes shopping easy. Navigation is clear, and for any users unfamiliar with their naming conventions, a quick image load provides a visual accompaniment to assist in exploration.
Photo Credits: David Muir
All posts are copy edited by Gina Conforti
