In the previous class, we talked about how luxury businesses haven’t tipped their toes into e-commerce just yet. It is definitely an interesting discussion as there would be such a big portion of consumers are big fans of the luxury brands out there. I believe one of the major reason why most luxury brands are reluctant to offer their merchandise online is that customer service and shopping experience are considered the most important selling point for consumers aside their luxurious expensive goods. While many premium brands like Coach has already stepped on their game on their website, delivering almost all their products to shoppers through online. However, the luxury brands like Louis Vuitton. Gucci and Hermes, have decided to just showcase their products online and direct customers to purchase in store though many of these have something in common - their websites tend to use Flash which is usually laggy and not supported by some of the web browsers out there.

I did some read up about this topic and has found some interesting possible solutions. First of all, the online shopping experience has to be smooth and as good as shopping in store. They should be simple, sleek and clean yet without lacking any crucial functions. The luxury brands can also offer invite-only sales for selected or privileged members. This will definitely increase the exclusivity of the websites and brands as well. If the website manages to create word-of-mouth, then it will be a really useful marketing gimmick too. Tailoring products recommendations based on the customer behaviour would be really useful to create a much better shopping experience, as what luxury brands are all about in the first place.


Source:
What is the future for luxury e-commerce?, Matthew Curry, http://econsultancy.com/us/blog/6009-what-is-the-future-for-luxury-ecommerce