When shopping instore with a high-end luxury retailer consumers have expectations. A glass of chilled champagne, undivided attention from the shop assistant, personal follow-ups and sensory delights that seem near-impossible to replicate online. However, the digital world is constantly evolving and so-to is the luxury consumer. Once invite-only, the luxury space has been infiltrated by influencer culture, peeling back the curtain and inviting everyone to come and see. The once exclusive space is more accessible online and in many-ways comfortable to those who are new to the market. So how do luxury brands keep up with this evolving market place? How do they keep providing a superior experience to their customer in an online space?

Luxury shoppers are incredibly selective with their purchases. They prefer fewer, high-quality items, and make educated decisions rather than impulsive buys. With luxury price points, confidence is key for the consumer before making a purchase.

Instore, you can see, feel, and smell the products. Instore you have shop assistance creating a welcoming environment, facilitating with ease and questions, or alternatives to choices being considered. So, how can luxury brands replicate these experiences online?

It requires bringing high-definition visuals and enhanced user controls into eCommerce platforms. This allows customers to zoom in on products, inspect them from every angle, and easily compare different items. Additionally, image search features streamline the shopping process, and cutting-edge technologies like AR and MR let customers visualize products in their homes, on their bodies, boosting their confidence in online purchases. Providing high-definition imagery and video in seamless and fast digital formats separates a luxury retailer from it’s fast-fashion counterparts. Providing cutting edge technology that helps a consumer visualise the purchase on their body would set a seller apart from the rest. 

Luxury shopping is about more than just acquiring products; it’s about creating special moments that lead to ongoing brand loyalty. While we can't completely replicate these feelings online, brands are finding creative ways to cultivate loyalty digitally. Consumers are no longer satisfied with the one-size fits all a regular e-commerce store provides. They want personalisation based off previous browsing history, they demand attention from virtual assistants – on hand to answer your questions, provide personalised recommendations and even celebrations for reaching milestones as a customer. An online VIP wants red-carpet treatment from their home and brands need to deliver. These are just a few ways brands are making the online experience more personal and memorable.

Another area for consideration in the luxury space is recommerce and the diversifying of product categories. Recently LVMH introduced Nona Source, the first online resale platform for materials. Thinking ahead to the entire life-span of a product and not just a singular purchase can lead to new profit channels for a business. 

The luxury category and consumer are evolving with digital at the forefront. It’s time to reimagine what luxury shopping looks and feels like and how to provide a premium experience online. The true essence of luxury in today's world needs to transcend the shop-floor and reach into people's homes in order to succeed.