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.”