Online and on brandWeb 2.0 and the new marketing techniques
Creating the ideal site
We know that the luxury consumer wantsconvenience and personalisation, but yetstill have that luxury experience. So whynot create the ideal site which is aseamless brand extension allowing you todifferentiate? To some extent, luxury isalready doing this, although this is only arecent phenomena. Stephen Blumberg,Worldwide Director of E-Marketing atGucci, on his recent podcast with imediamentioned that two years ago Gucci onlyadvertised in print and that just 18 monthsago it set up its first e-commerce site.
A website is more than a catalogue. It is achannel to sell, both to existing customersand to potentially new ones, particularly inmarkets where you do not have a physicalpresence. Further, you can have regularand cost effective (two-way)communication with consumers. Finally, itis a twenty-four seven advocate andoracle for the brand that allows theconsumer to control how they interactwith it; allowing them to interact on theirown terms and to the level of detail thatsatisfies their own needs. There are a few hallmarks for a successfulwebsite:•An aesthetically pleasing layout withinformative and engaging content that iseffortless to read•Simple, intuitive navigation•Rich content when the user chooses toprobe more deeply about a specificproduct•Seamless integration with the offlineexperience You are the experts on aesthetics andengaging copy, but here we offer yousome simple guidelines on navigation, richcontent and online-offline integration. Andwe will take you beyond this into theworld of web 2.0 with opportunities topersonalise your site and build in elementsof sharing or communicating around thecontent - key trends that we haveidentified from research across Europe,the US and the advanced internetmarkets in Asia.
The key to navigation is to remove allbarriers to consumers making a purchaseor finding out about a product or service. The site should also help customersdevelop the criteria they use to evaluatewhich products or services best suit theirneeds - colour, size, availability, price andso on - help them find the information, andthen allow them to compare their options tocome to a decision. Achieving intuitivenavigation requires three things: clear sitestructure, unambiguous menu labelling, andeffective search. Let’s take each in turn. A clear site structure is important tominimise click distance (the number of clicks to reach desired content, and a keyreason why people give up on sites) andto ensure users always know where theyare within the site and how to get back.‘Breadcrumbs’ show users where they arein the site and allow them to click back toany stage in the navigation process. Youwill have seen these in the corner of sitesyou have navigated displayed ashyperlinked menu labels with ‘>’ signsbetween each label. Navigation to andfrom shopping baskets or wish listsshould also be as seamless as possible. Although not luxury sites, eBay and Amazon have invested much time andresearch in getting this ‘journey’ right andprovide useful lessons - the call to actionshould be prominent on all pages, and itshould be easy for the user to navigate
One billion consumers are online. Web 2.0 has redefined the rules of marketing andwhat your customers expect from you. Today's consumer is internet savvy and expectschoice. Whether they're doing the family's weekly shop, indulging in a bit of 'windowshopping' or splurging on the latest designer bag, customers' expectations both on andoff line are higher than ever. We're all time short and cash rich (theoretically) and theinternet is the perfect tool from which the retail industry can benefit. Surely we shouldbe able to indulge in retail therapy whenever and wherever we want?Being online is one thing but being on brand is quite another. Most retail companies dohave an online presence, a great website that reflects their values and brand. That’s justthe beginning. It's time to embrace customisation, communities and co-creation.Consumers want convenience, trust and personalisation. The net is no longer arepository of static information used for research, or just a tool for communication andtransactions; its evolution into web 2.0 offers us the technologies and ideas to allowpeople to participate with the information online to make it dynamic and relevant.In this practical guide, using the luxury industry as an example, we tell you how you candevelop your online presence and make sure that your on line brand is everything youand your customers would expect. We show you how to optimise your current sites withsome basic steps that you can get started on straight away; ideas on taking your site tothe next level with sharing and personalisation tips and insights into how other industriesare driving brand awareness through new marketing tools.