Purpose
At the luxury marketing agency, we firmly believe in purpose. Purpose is the sense that guides us, that unifies us as a team and gives meaning to our personal and professional lives. On sitting down with our luxury web design team, one of the first questions that we explore is the purpose of a website. Understanding the balance between branding, function, form and design allows a website’s purpose to be identified. Of course, within a website there are also specific functions and purposes to different areas and sections: lookbooks, product pages, collections, new arrivals - all areas of the site can be given their own purpose and work in harmony to create the overall experience.
Experience
As part of our luxury digital marketing agency our design teams heavily focus on the experience of a website - one that often sets apart a luxury experience from the rest. Luxury customers no doubt expect the same tailored service in their online shopping experience that they would get in-store, and companies have to exceed expectations with their online offerings. One key area that conveys luxury and showcases the products on offer is that of imagery and both flat and lifestyle images can assist clients to make a purchasing decision. Given the craftsmanship and quality of materials, detailed shots help to capture the quality of the brand and its items. Tagging of product (colour/material/sizing) and recommended additional products, help clients to find what they are specifically looking for as well as items that can be paired with an outfit or are relevant to the main product on display. Elsewhere, luxury touches that convey elegance can be shown through typology, layout - visual - and easy to find shipping information and support for any questions that the client may have,
Keeping it fresh
Within the fast moving world of luxury, it is important to create a purpose - that magical word again - for shoppers to keep returning to a website and explore what is new. Dedicated content sections, lookbooks, editorial, new arrivals, latest designs and behind the scenes all assist in keeping a website fresh and serve as reasons - both in outbound marketing e.g email or social media - to contact clients through campaigns and help them enjoy their experience when online.
Easy to find: a multi-channel experience
According to a recent study, more than half of all traffic to luxury brands derives from an online search - be it branded e.g Gucci or unbranded e.g luxury men’/s white trainers.Ensuring that each page can be found in a search engine and making the experience as seamless as possible is important to capture your visitor in an instant and allow them to make an informed purchasing decision. As a luxury SEO agency working with premium brands, we understand the importance of designing gorgeous landing pages that not only look beautiful but perform their function whilst being top of search results. Across luxury, we see that the multi-channel approach allows clients to be in contact with the brand, to discover new facets to their online offerings and become loyal customers. According to eMarketer, 20.5% of young shoppers research luxury brands and trends on social media and through influencers. Shoppers expect a seamless experience across these digital touchpoints as well.
What’s more, recent data from Adobe Digital Insights highlighted that 74% of luxury shoppers use multiple channels when shopping. So, brands need to make it easy for both clients new and old to find the product they’re looking for and all the relevant details, whether they’re coming from search, social, or directly onsite. Moreover, by creating a multi-channel approach we are also able to intercept clients at various points in the buying cycle and push different messages across different channels to help move them along the sales funnel. This tailored approach allows for both great experiences promoting specific messages to consumers based on their levels of familiarity, spending and loyalty with the brand.
For more information and to speak to our luxury marketing agency, contact our team via hello@theluxurymarketinagency.com or call +(0)44 7835 233607.
