This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran
Summary: Until recently, a lack of digital prioritization and desire to control access have led to sub-par luxury ecommerce experiences. Many luxury brands are struggling to improve.
Over the past few years, luxury brands (think Gucci, Louis Vuitton, Chanel, Fendi, Hermès, etc.) have been working to improve their digital presence and ecommerce services. Two huge factors have encouraged this shift:
These two catalysts have caused a sudden surge of luxury brands’ interest in digital strategy. Yet, most of those brands struggle to enhance their digital presence while still adhering to the core values of luxury.
This conflict is highly related to Don Norman’s theory of emotional response levels: visceral, behavioral, and reflective. The value of luxury products is firmly rooted in reflective emotional appeal — in other words, people are attracted to luxury brands because of what their association with those brands says about who they are. Companies that focus on this reflective level (whether they’re luxury or not) sometimes neglect usability, which is at the behavioral level. While luxury brands might have gotten away with poor digital experiences in the past, they’re swiftly recognizing that they no longer can.
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This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran
Kate Moran | Sciencx (2022-05-29T16:00:00+00:00) Why So Many Luxury Brands Are Terrible at Ecommerce. Retrieved from https://www.scien.cx/2022/05/29/why-so-many-luxury-brands-are-terrible-at-ecommerce/
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