How to create a luxury digital experience
A luxury experience is one that makes you feel special.
How do you make someone feel special online?
There are two ways: style-specific recommendations and exclusivity.
We’ve all come to accept that our data is captured and, more importantly, we expect a return on our data. We want intuitive recommendations, speech to text, adaptive interfaces.
All this to say, use your customers’ data in both surprising and delightful ways.
Go beyond product recommendations. Overtly identify their preferences and let them know you’re looking to satisfy those.
For example, you can understand color preferences, style preferences (slim fit, v-neck, print, etc.), and, of course, product preferences (handbags over shoes, shoes over dresses, Dresses over skirts).
How do you do this?
By hand: you tag all your products in such a way that details any and all of the variations. Using the example above…
With Machine learning and by hand: you deploy a machine learning model that will detect similarities and differences between products that you can later label as specific stylistic elements.
Both of these options require about the same number of hours to complete. The second option, though, is scalable. It splits those hours between a one-time technical build and a team that’s able to validate and label the data produced.
All in all, the best recommendations come from a robust data-defined understanding of both your products and customers.
How can you assure them that they have found something others will not be able to get: scarcity.
Location of past sales: show your customers, on the map, where that item has sold. This allows them to compare themselves to others in different locations and allows you, the retailer, to leverage the cache of different locations.
How: You can add a simple link to the product page that opens to a map that displays this information.
On our dashboard we show you the locations of your customers who correspond to a specific persona. It’s a simple database query. You can (or we can help you) show this same type of map that’s filtered by product.
The second, and much easier, way to promote scarcity is clearly displaying the total number of items produced and how many of those have been sold. For example, 1,000 blue-diamond bracelets were made, 807 have been sold.
How: Add an element onto your product page that queries the inventory in real-time. The ease of this all depends on the accessibility of your database. For example, if you’re still using excel to track inventory, it’s impossible for you to show inventory to the customer in luxury real-time.
All in all, luxury comes through a clever and transparent use of data. It’s connecting the dots and finding the patterns that your customers find helpful and defining.
The best part, when you do this well, your customers are your brand ambassadors.
Finally, if you need help implementing any of this, we’ll be happy to help guide you through the process. Just get in touch.