E-Commerce Era Not To Spell Price Luxury How Should We Play?

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And shops, the experience of tall is the most important.

Tens of thousands.

In the United States, many luxury brand shops offer guests a glass of champagne, and a senior sales representative who knows the brand is accompanied by customers.

The problem is

It's a special "different" thing.

Because once we enter the Internet, luxury goods are placed in a "Scene" with all kinds of commodities. At that time, the picture of pixels is too high to bring any experience.

Therefore, in the era of e-commerce, how to make a web page special "tall and up" has become a problem.

Of course, there are also some successful luxury brands, such as Burberry.

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LV.

They have made distinctive features in the following three aspects: all kinds of brands are worth reference.

The content of the online experience is definitely the first priority. And for luxury goods, the most taboo thing is to throw out a lot of products to let users choose. Pay attention to the fact that luxury brands are just like department stores. You dare to pay high prices because you first screen the products for the users, instead of throwing all kinds of things in front of the users and letting him pick them up. That's the way to play the booth.

In the Hermes electronic business platform, what you see is a more interesting and more unsophisticated aspect of the brand, which is not really seen in his store.

For example, in the "Herm s House of Scarves", users can click on the different positions of the room and hang up all kinds of scarves, and then a wish list is made.

Burberry and LV also have similar ideas. They moved the offline brand building to the Internet. Interestingly, they broadcast their new product Conference on social media, which is equivalent to making up the function of the offline store.

Burberry's mobile pformation

That is to say, from the point of view of content, since the brand itself is talking about its own history, these commodities need to tell a story.

Online relationship

The mainstream customers of luxury goods are high value customers, so there must be a personalized experience for the brand.

On these luxury brand e-commerce sites, when users add a product to the shopping cart, users should fill in the pportation mode and delivery address.

After that, users can often receive some small gifts, exclusive Offer, activities invitation letters and so on, which also become a magic weapon for maintaining ties.

Customer service

For luxury brands, high quality customer service is an important differentiation.

For Burberry, Hermes and LV, free delivery, free return (mail or shop), online purchase or reservation are the most common services.

What's more common is video customer service, rather than just the idea of "QQ" that is more suitable for big roads.

In Burberry, customer service personnel will call back to listen to customers' opinions. In LV, customers can communicate through their account @LVServices and Facebook home page and brand on Twitter, forming a customer service of the whole channel.

And in social media, brands need to monitor all kinds of "user anger" constantly. It is very important for brands and users to quickly fire.