peripheral device plugged to a computer in the same manner as speakers. The
device will receive and transmit smell from websites that have scent-emission
tools. Luxury brands can use this mechanism to sell goods that rely heavily
on the sense of smell such as fragrance and cosmetics.
The absence of the sensory element of smell online can also be overcome
through offering samples of luxury products from the brand’s website.
Providing complete product or component samples from a website is a
powerful way of guaranteeing future sales. This is because consumers who
have tested or purchased scent-based products are usually likely to make
regular future purchases as a result of an affiliation with the product’s scent.
In addition, scent can be easily recalled and attachment to particular scents is
hardly outgrown. Therefore, there is a high probability of repeat online
purchases of scent-based products. This is one of the reasons that perfumes
and fragrances are among the most frequently purchased sensory goods
online.
An additional strategy for the enhancement of the ‘smell’ element online
is through providing a strong and comprehensive description of scent-based
products. For example the following phrase might be used to describe the
scent in a bottle of perfume:
A soft and soothing scent that oozes energetic vanilla, with a hint of soothing
lavender and powdery English rose that lasts all day.Usability
Usability is the backbone of a website and crafts the online experience
through navigation, functionality and interactivity. It is an essential element
for a high-impact customer experience and can contribute substantially to a
luxurious online atmosphere. The usability of a website is determined by its
effective application of tools that enhance the ease of navigation, speed of
operations and an overall pleasant web atmosphere.
Luxury consumers expect reliable and fast service online and at the same
time, more value through a high level of website interactivity. The utilization
of easy navigational toolsmakes the browsing experience effortless and will
likely encourage the visitor to click through several pages on the website.
Navigational tools include appropriate website design and layout and other
elements such as full-screen mode and new window pop-up tools. Also
important are multiple product download formats like PDF and Word
versions of documents and catalogues. Another important navigational tool is
the ‘breadcrumb’, which provides a sequential list of the pages that an online
visitor has viewed. This aids the online consumer in tracking their movement
on the website and retracing their steps where required. It is also imperative
to provide the possibility to return to the homepage from all the pages of the
website.
chapter 6 219digital luxury