IC-Agency - Your 6th sense online InsightOut. IC-Agency Blog

Luxury, the Internet and the Buying Process


Recently, the Journal du Net published the results of a study led by Benchmark Group concerning the process of purchasing luxury goods online. What is the Web position in this process? Among the services available on luxury sites, which are the most appreciated? What products are bought online?  These are just some of the questions researched.

Altogether, the results are hardly surprising, confirming what common sense suggests:

  • The main advantage of an online purchase is the practicality (I buy when I want)
  • The main reason for not completing an online purchase is the impossibility to feel the product
  • Luxury sites need to display pricing and complete products characteristics

On the other hand, this study highlights some tendencies that might have been underestimated until now. We learn that:

  • Only 15 % of people never search the Internet for information before making a luxury purchase.
  • Newsletter and Club subscriptions are more often motivated by the will to receive promotional offers or to participate in a private sale than by the desire to receive personalized advice.
  • Finally, the study reveals that clothing (including shoes and accessories) is by far the most popular category for men and women regarding online luxury purchases.

Globally, this study confirms that the future of luxury brands is deeply linked to the Internet. Whether being used as a direct sales channel (e-commerce site) or to redirect visitors to the boutiques, the web is inescapably becoming part of luxury brand strategies.

The complete results from the Journal du Net are available here.

By IC-Agency | March 26, 2008 | Luxury Watch Special , News & Trends , Sectorial Analysis

Comments

The upper results are very cursory. Have a look how (luxury) consumers today consuming media, particular the internet, any study (2 years and older) attests these. And that every kind fashion is the biggest ecommerce segment in no secret at all! Concerning the rest of the "results": These are antiquated, best-known by every online agency. Make your homework first before approach this segment!

Bests,
the prof.

# Posted by: The Professionel, le March 02, 2009

The comments to this entry are closed.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83455cacc69e200e5517592f38833

Listed below are links to weblogs that reference Luxury, the Internet and the Buying Process:

Subscribe to InsightOut.
InsightOut is IC-Agency’s interactive think tank. It is animated by our team in Canada.

Contact Us
www.ic-agency.com


Latest Posts
Audemars Piguet and IC-Agency rewarded in Paris
The Challenges of Exclusivity and Social Media
Mobile Marketing for Luxury Watch Brands in Action
Effectively Working Search and Social Media
Your Brand Up for Auction on Google in Europe

Latest Comments
Faye from Hong Kong on Boucheron and e-commerce
The Professionel on Luxury, the Internet and the Buying Process
WS Mike on The Innovation Risk
David on AOL Leaks Info on Google
Marc-O. on Power and the Internet

Categories
Actualité
Competitive Monitoring
Demand Analysis
Domain Names
E-Advertising
E-Commerce
E-reputation
Holistis
IC-Agency Events
Luxury Watch Special
News & Trends
Our Pick
Perception Analysis
Search Engine Optimization
Search Engine Protection
Sectorial Analysis
Sponsored Links
Strategic Consulting

Archives
December 2010
November 2010
June 2010
March 2010
January 2010
October 2009
July 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
April 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006

Contributors
Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

Books we reccommend
John Battelle: The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture John Battelle / The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Blogs we read
Slashdot
business2blog
Stephen's Web
TechCrunch
Blogspotting
Om Malik
John Battelle

License
Some Rights Reserved