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.