According to Forbes, e-retail represents the 27 percent of the total commercial base in the world, so that means that more and more customers of physical stores are becoming digital customers as Internet access expands and accelerates. Luxury retail must pay special attention to their digital business, as they must provide an online shopping experience that is as ostentatious and exclusive as their presence in the store.
A recent report by Ingenico ePayments highlights the distinctive features of the massive and highly luxurious sector. The increase in e-commerce has changed the blattlefield for this sector. For them, the purchase decision process of their customers has been divided between the online presence and the physical store.
However, it would not be worth the effort to replicate the store’s digital channel for luxury retailers. An important feature for luxury brands are the exclusive products and the shopping experience they offer. The digital space can not offer the same shopping experience as the great stores of fashion brands. Even so, with only one sales channel in physical stores, the brand will lose presence, since today they are all online through phones, tablets or computers.
Retailers must develop well-designed platforms (easily accessible and constantly updated), since the digital space is the place where customers find information and history about the product. In addition, websites must offer the same impression of exclusivity and quality as luxury products offered in the physical store.
Brick and morter stores must be prepared to offer highly exclusive stocks and collections that customers currently prefer to buy at the store rather than online. As with digital stores, every detail matters (from packaging to customer service, effortless payment and quick refund policy) and each parameter is an opportunity to boost customer satisfaction.