Jonathan Ross, business development director at FACT-Finder, discusses the steps luxury brands can take to ensure a more rewarding online retail experience for consumers.
“A recent study by McKinsey and Altagamma, the Italian association of luxury brands, appears to finally dispel the idea that online shopping is the preserve of discounted brands and shoppers looking to pick up a bargain. As far as the luxury category was concerned, there was a nagging suspicion that shoppers needed to experience a tactile relationship with their potential purchases in a way that could never be achieved online.
The McKinsey study surveyed more than 300 luxury brands, 700 websites and more than 2.5m online comments, including those on social media platforms. Digital sales are expected to reach about €15bn in the luxury market by 2016, but the survey also found that use of the internet by consumers for research and price comparison meant that about 15% of total sales in the luxury goods industry are directly generated by digital media. As much as a fifth of store sales (a market worth in the region of €34bn) is said to be directly influenced by the online experience.”