Luxury brands must rethink digital experiences, Attraqt

Luxury brands must rethink digital experiences, Attraqt

Stores still play an important role for luxury shoppers, although an increasing number are now using mobiles, according to a study of 3,000 people in UK, France and United Arab Emirates (UAE).

Carried out by Savanta on behalf of Attraqt, the research shows that 40% start their shopper journey in stores, however 39% are now using mobiles and 29% are using a retailers or brands app. Looking at celebrity trends (21%) and Instagram (17%) weren’t far behind. 

They are, however, being let down by digital experiences. 23% of shoppers say websites and apps force them to search through too many menus and tabs. More than a fifth couldn’t access the intricate product detail and imagery they needed to convert to a sale (video and still images – 22% and text – 21%).  The next biggest frustration was irrelevant search results in the onsite search bar (16%) followed by impersonal or irrelevant recommendations (13%).

“The luxury shopper journey is rapidly evolving,” says Jon Stephens, Director of Customer Experience at Attraqt. “By 2025 market predictions are that Millennials and Generation Z will account for a huge 45% of the global personal luxury goods sector. With that in mind, plus a fragmented market, disjointed customer journeys and diminished loyalty, it’s clear from our research that luxury brands need to think of digital channels as more than just a source of brand inspiration.”

He adds: “The importance of orchestrating a luxury shopping journey fit for the digital era - connecting the customer with relevant products and creating a series of ‘wow’ experiences to nurture a customer to a sale - has never been more important. In the luxury market this means removing the data silos in their organisation to ensure they influence every touchpoint - from the curated editorial content to the search and navigation process right through to the packaging of the delivery and re-engagement.”

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