service, it will be unwise to load up the website with interactive flash videos,
and force the browser to wait for long downloads. This adds little value to the
customer’s experience and damages the brand image. On the other hand, if
the website visitors expect a high-impact experience from a website, they will
probably be more attuned to waiting for an interactive flash video to load.
Website visitors should, however, not be forced to watch interactive anima-
tions against their desire. The choice of skipping the animation should be
provided through control tools.
Other important tools that enhance usability are the following:
- Providing the current date and time on the web pages.
- The option of returning to the homepage from any of the successive pages.
- Placing arrows with links at strategic points on the website.
- Placing the navigational menu on the left side or the top of the web page.
This enables clicking on page links in the same direction as reading.
There is, however, no standard criterion for the page placement of usability
tools such as the navigation menu. Placing the navigational menu on the left
hand side of the screen provides ease-of-use for the online consumer because
the choice for clicking is in the natural direction of reading (from left to
right). On the other hand, placing the menu on the right side of the screen is
practical as most website visitors are right-handed. Also, with the menu on
the right of the screen, the user will be forced to read the text and view the
images on the page before clicking on the links, since their eyes move from
left to right.
Consumers could also be given the ability to change the background colour
of web pages and the font sizes of texts. These tools contribute to interactivity
and are also beneficial to visually impaired consumers. In general, the appli-
cation of the appropriate functionality tools aid in enhancing brand affiliation.
E-merchandizing
E-merchandizing involves product presentation and online selling tech-
niques. These feature several methods that have been directly transferred
from offline retailing and modified accordingly. They include the e-store
layout and the product presentation style. Other tools of merchandizing like
atmosphere enhancing features, ought to be implemented in the e-store to
enhance the brand aura. For example Gucci.com, Vuitton.com and Dior.com
utilize tools like zoom and alternate product view options to enhance the e-
store, while Chanel.com uses these tools in product presentation although the
brand has no e-retail activity. Other brands like Hermès and Ralph Lauren
provide basic e-store layout and minimal e-merchandizing interactivity
through their product presentation.
chapter 6 221digital luxury