Impact of Coronavirus on eCommerce: A Week Of Consolidation And Stabilization (Update 7)

To provide understanding during this uncertain time, we are monitoring the impact of coronavirus on online consumer behaviors. See the latest data on our Covid-19 eCommerce Impact data hub.

As businesses continue to be affected by the Coronavirus outbreak, a picture has emerged over the past few weeks of which sectors are recording a steady influx of online visitors, and which are seeing only a fraction of the traffic they enjoyed pre-quarantine. 

And while the positive trends observed across “essential” businesses such as grocery stores may be obvious, other verticals have seen a more staggered return to conversions, as consumers resume some of their shopping habits and turn to digital to compensate for a brick-and-mortar economy on pause.

We’re analyzing billions of digital visitor sessions each week to bring you the freshest data from across industries. To do this, we’re capturing user sessions across more than 900+ websites from all over the world — that’s 32 billion pages, 26 countries and 22 industries. To chart the progression of several KPIs (traffic, transactions, pageviews, and more), we’ve been comparing the most recent data to the period immediately preceding the global reporting of the outbreak (or, the first 6 weeks of the year which we call the reference period).

Here’s what we found this week:

Traffic And Transactions Continue To Grow As Online Shopping Habits Resume

Traffic and pageviews are still growing steadily week on week (+6.9% and +8.3% this week, respectively), contributing to a significant increase to both KPIs since the onset of the outbreak. Compared to the pre-Covid-19 reference period, the volume of digital sessions has shot up by +17.4% across industries, with visitors viewing almost +25% more pages today than they were pre-quarantine. 

Transactions have also surged dramatically since the first stay-at-home orders in the West, but this past week recorded a slightly more subdued increase than the previous week (+2.1%). Still, overall, the shutting down of brick-and-mortar commerce in many regions of the world has led to a +39.9% surge in the number of transactions.

Grocery Sector Continues To Grapple With Huge Digital Checkout Lines 

Traffic to grocery sites is still surging, with +26% more visits last week than the previous week. Transactions are stable with a slight drop (-2% last week), suggesting many grocery stores are still ironing out some of their supply chain issues.

Despite this minor dip last week, transactions are still up +75.5% from the beginning of the crisis, reflecting the mass adoption of online grocery delivery services over the past few weeks.

Retail Tech And Home Decor Still On Growth Path

Traffic to retail tech sites was up +12% last week from the previous week, contributing to a whopping +78% increase in visits since mid february  when the outbreak started in the west. The volume of transactions is also up — +9% this past week and +62% compared to pre-covid19 levels. With a huge swath of the population now working from home, and quarantine measures refocusing entertainment spend, having up-to-date tech gear has shifted from nice-to-have to necessity.

And all this working from home has contributed to the increased traffic to home decor / DIY sites. Last week saw a +9% increase in the volume of visits, driving a +19% surge since the start of the crisis. And home sector transactions have followed suit — up +120% from the start and +17% since the previous week.

Jewelry / Watch, Luxury and Fashion Sectors Bounce Back And Beauty Purchases Slightly Down

While traffic to jewelry sites is much below normal levels, it was slightly up this past week, with a +13% increase from the previous week. And while transactions did grow by +24% over the same period, the industry is still reeling from a -20% drop in sales since the beginning of the crisis.

Similarly, Luxury has continued its recovery, with transactions trending up (+6% last week), and while traffic was flat this past week, engagement was up, with +4% page views last week.

Fashion also continues its recovery: for 4 weeks in a row now the sector has recorded transaction increases, adding another +5% increase to the previous week’s +30% surge, with the sector now exceeding normal levels. As consumers everywhere reintroduce some of their regular shopping patterns into their homebound routine, some industries that were experiencing upward trends were less strong this past week. Recent increases in traffic for the beauty / cosmetics have resulted in a +9% increase in visits since start of the outbreak, while transactions are now up +70% over the same period, despite a -13% drop this past week.

Join our webinar next week, From Convenience to Necessity: How the Coronavirus Is Impacting the Grocery Sector. Featuring our Chief Strategy Officer Jean-Marc Bellaiche, this insight-packed webinar will share our latest findings on customer behavior and how the grocery industry is adapting to the new reality — April 16th, 1pm.

Hero image via Adobe Stock, by triocean

Luxury Digital Retail Hits Turning Point After Weeks Of Declining Traffic & Purchases

To provide understanding during this uncertain time, we are closely monitoring the impact of coronavirus on digital consumer behaviors. Find all the latest insights on our Covid-19 eCommerce Impact data hub.


Luxury Industry Reels From Coronavirus Impact

While many markets are feeling the negative effects of the ongoing crisis, the luxury sector is hurting more than many adjacent industries such as fashion and beauty. 

Overall traffic to luxury sites was down -26% last week (Sunday April 5th) compared to before the beginning of the outbreak (or, reference week), while transactions dropped -18%.

In comparison, traffic to fashion retail sites is up +4%, while the volume of transactions has grown by +23%. The beauty sector tells a similar story, with visits up +14% and transactions more than doubling (+106%).

The volume of pages viewed by visitors to these sites has followed the traffic trend, with a significant decrease since the start of the oubreak. The time spent per session however has remained stable, indicating that for visitors who are browsing luxury sites, engagement has not been particularly affected by the crisis.

Good News In The Last Two Weeks As Traffic & Transactions Grow

It’s not all doom and gloom for the sector though, as the last two weeks have marked a turning point: traffic was up last week, and transactions have been growing steadily now for two weeks. This shows that consumers are now settled in quarantine and most of the spend goes online today, including for non-necessary products such as luxury goods. 

Traffic in Asia, in particular, picked up significantly last week, forecasting perhaps a similar uptick in the west as restrictions ease up. Overall, global brand websites seem to be doing better than local eCommerce stores.

Affordable Luxury Most Severely Impacted By Coronavirus

High-end luxury is proving more resilient in the face of changing eCommerce habits than the more affordable end of the market. Affordable luxury brands have seen a -32% drop in the volume of transactions since the beginning of the outbreak. 

And while high-end luxury is seeing a greater shortfall in traffic, transactions have actually increased by +8% over the past seven weeks. 

With many consumers feeling the negative impact of the current situation on their finances and refocusing their budgets on necessities or needed improvements to improve the circumstances of their quarantine (upgrading their home office or tech equipment, for example), luxuries are some of the first to be cut. 

Customers of the very high-end luxury market, however, appear to be feeling less stress on their finances, accounting for the stable — even positive — trend in transactions. 

Super high end luxury and mega brands are also less impacted because the intrinsic value of the products is often higher than that of accessible luxury goods. Some mega brands are even able to keep most, if not all, their value in the second-hand market, which can be reassuring in times of crisis.

Traffic of high and affordable luxury in over a month

 

Transactions of high and affordable luxury in over a month

Hard Luxury Is Slightly Less Hurt Than Soft Luxury Sector

Hard luxury (jewelry, watches) and soft luxury (clothing, leather accessories, etc) are similarly impacted in terms of traffic, with approximately one quarter fewer site visits than before the outbreak.

When it comes to transactions, however, hard luxury is faring slightly better than soft luxury, recording a -10% decrease in purchases versus soft luxury’s -20%. It could be that these often higher price point items are associated with the higher-end brands, which are weathering the storm better than their more affordable competitors. 

Another explanation could also be that hard luxury goods are often associated with gifting, and while self-indulgence might be on pause these days, the need for gifting continues (birthday, anniversary…), with purchases now all moving online because of the interruption of brick-and-mortar commerce.

Traffic of hard and soft luxury in over a month

 

Transactions of soft and hard luxury in over a month


Join our webinar next week,
From Convenience to Necessity: How the Coronavirus Is Impacting the Grocery Sector. Featuring our Chief Strategy Officer Jean-Marc Bellaiche, this insight-packed webinar will share our latest findings on customer behavior and how the grocery industry is adapting to the new reality — April 16th, 1pm.

 

 

Hero image via Adobe Stock, by artmim

Cracking the Code of UX in Luxury Retail and Travel: Advice From Three Luxury Influencers 

The luxury industry can be a tough puzzle to decode as far as user experience (UX) is concerned. The lavishness of the industry is clearly presented in the messaging of luxury brands. But underneath all that glitz and glamor lies a very serious issue for brands, one that ultimately affects their conversions: user experience on their digital platforms.

You’ve read correctly. Even the top dogs in luxury retail have to contend with UX optimization if they want to forge ahead. They have to engage their site visitors every bit as much as non-high-end industries like grocery, cosmetics, gaming and general fashion.

A lackluster digital experience on a luxury website will be reflected in the key performance indicators of luxury businesses. It will doom a business’s swath of KPIs with underperforming ROI.

So what can luxury brands do to improve their digital experience? We consulted with three influencers in the multi-faceted vertical of luxury to weigh in on how its UX can improve. From what ticks them off, to how brands can perfect their UX, we’ve garnered a bundle of insights from these three content creators in the luxury space.

Desktop or Mobile: What is the Luxury Device of Choice? 

User experience starts with the preferred mode of entry to a website; in this context it’s the device used. We spoke with three influencers in the luxury space: Patrick Van Negri, a content creator and social media influencer who operates his namesake website, which provides lifestyle content on fashion, travel, fitness and more. 

Aftab Pathan is an influencer in the luxury travel  space, who documents his traveling adventures on his website Fresh & Fearless. The site offers insight on the places he’s visited with suggestions on the activities and services of his sojourns.

Marie Olin runs Luxury Travel Diva, a website in which she shares her luxury travel adventures and advice on a bevy of worldwide destinations. Her trips span across Asia, Africa, the Middle East and Europe and her posts review exclusive properties, along with covering travel tips for those seeking extraordinary experiences. 

In the ongoing digital battle of desktop versus mobile, each of our interviewees gave their own takes, demonstrating that even one’s own preference on device usage isn’t always so clear-cut. Patrick made the case for desktop, because of faster load times, a higher-resolution screen and better control of the experience. However, he admitted that he’s been increasingly shopping on his phone, shining light on the potential of mobile conversions, which are unambiguously low. According to our industry benchmark data, the luxury conversion rate on mobile sits at a meager 0.62%, despite its healthy traffic rate of 66%.

While Aftab generally prefers using his laptop, he admitted that a lot of his shopping was done on-the-go. “I don’t always get time to sit down to shop, so I often find myself scrolling through my favorite fashion apps in preparation for my next travels,” he told us. “Especially as I thrive on looking my best when traveling.”

Marie opts for desktop, proving that this device is still a strong digital contender when it comes to digital shopping, even in a mobile-first world. A computer, she reasoned, allows her to “blow up the photos and see the products more easily.” 

Courtesy of Patrick Van Negri


Pet Peeves in the CX of Luxury Retail Sites

When we asked our three influencers to name some of their pet peeves on luxury sites, their answers pointed mostly to a dissatisfaction with the products themselves; or more to the point, with how they are presented. For Patrick, one cause of annoyance is “making sure the size is correct and how the product feels once you have it in your hands.” 

So how can this be rectified through changes to the CX? Brands should offer clear photos of the product in clear lighting, so that once the customer has the product, it doesn’t fall outside their expectations. Making sure you add clear size and size comparator charts will also go a long way to reassuring visitors. And if your brand has a presence in more than one country, consider helping your customers navigate different sizing standards so they can easily find their fit. 

One of Marie’s biggest peeves is missing out on a bargain because her size has sold out. Notifying visitors of low stock is a good solution to this problem, as well as providing the option to be notified once a sold-out item is back in stock.

Patrick, like many other shoppers, hates “going back to the post office for a return or exchange.” This is another area where retailers can make a difference: a pain-free return policy is today a key component of a positive experience.

Aftab chimed in with a joke, referring to the obnoxious prices in luxury. But while one of the defining characteristics of luxury is that the prices are as exclusive as the products, it’s interesting to note that some brands are adopting a “pay what you want” strategy on certain products, giving customers greater control of the shopping experience.

In earnestness, he referred to the lack of diversity from certain luxury brands as worrisome. It seems that, when it comes to inclusive marketing and campaign diversity, many luxury companies are lagging behind more mainstream retailers.

Courtesy of Fresh and Fearless

 

Courtesy of Fresh and Fearless


The Digital Luxury Experience, Best Sites & Apps

But while they had great insights to share on the experience gap, our three interviewees also pointed out that some luxury brands are really getting it right. Patrick singled out GQ, Farfetch, Nordstrom, and Dolce & Gabbana. “I love the style inspiration, user experience, and the info I get prior to my purchase,” he said.

That’s why digital teams ought to consider the weight of the content when designing their UX, as it can resonate with users so much so that it leads to a purchase. The purpose of content, after all, is to not only grab attention /entertain but to establish connections that resonate. 

It’s not surprising then that brands invest heavily in content to boost ecommerce conversions. But according to our data, 68% of luxury content never gets viewed, putting tremendous pressure on the  32% of content visitors are interacting with.

Aftab credits Mr. Porter as his ultimate luxury app and his partiality for this brand highlights the need for and positive outcomes of a mobile-first approach to UX. “It gives me all the latest luxury fashion essentials right to my phone, without needing to browse through various sites and spend hours finding my size,” Aftab said. “It stands out to me because it provides luxury fashion tailored towards men, and there aren’t many online stores like them, or with an app,” he concluded.

For Marie, a seamless navigation, one that shortens the path to product, takes center stage in her choosing of favorite luxury site, as well as the ease of making returns and quick order reception. “I love net-a-porter.com, she said. “It has some great designers, the site is easy to navigate, orders are sent quickly and no quibble returns. Aesthetically pleasing too!”

Courtesy of Patrick Van Negri


The UX of Luxury Travel 

The luxury space is not limited to luxury retail or shopping; plenty of brands render niche offerings that obviously deal with the digital space. Since Aftab and Marie are both laser-focused on the travel niche in the luxury space, we grilled them on this subsector.

We begin with their more high level takes on luxury travel: what the best parts of it are. Aftab praised personalized service and luxurious interiors, doubling down on the former by noting the importance of “attentive service” in one sentence. 

And personalization today is an omnichannel affair — consumers want tailored experiences both off and online. Behavioral analytics allow brands to deploy a deeper personalization strategy than ever before, one that takes into account more than just demographic data and enables meaningful experiences tied to context and intent. 

Additionally, he raved about “my one true love, branded bathroom amenities. Nothing makes me happier!” Providers in luxury hospitality take note.

Marie also ascribes the scenery as the highlight of luxury travel, along with other particular likings. “My favorite aspects of luxury travel are obviously luxurious surroundings but just as important are the staff,” she said. “Luxury travelers want to have everything running smoothly and have competent and polite staff. A Butler is my favorite treat in a top hotel.”

Zeroing in on the UX of luxury travel itself, Aftab cites the need for wish list function for a smoother, more convenient UX.

“I would like to see more travel sites allowing you to save packages and bookings in the form of a “wish list”, the same way you can on many fashion sites. Sometimes you don’t want to book the flight, hotel or both instantly, and want to revisit it at a later date (and for the same price!)”

Whether it’s to avoid longer bookings or to have easy access for a later session, the use of a wish list is crucial, and as we’ve seen in previous research, the converting power of the wish list is proven.

Marie goes for a more general rule of thumb for luxury sites that look to improve their UX, stating the necessity for user-friendliness. She pointed to the specific examples of attaining this: by providing up-to-date information with appealing and functional (clickable) links.

Luxury travel providers, especially those in hospitality, should also make specific types of hotels or other sojourning options readily visible, perhaps with left-hand navigation categories. This is because finding them can be as struggle for users — inevitably leading to their frustration. 

Aftab attests to this: “I’m very specific about the kind of hotels I choose for my travels. Often enough, I find it difficult to find a five-star hotel that fits my “vibe”, which is suitably located, and includes all the amenities/services I require during the dates I want to travel,” he said, following with a jest — “I know, total first world problems!” 

Marie’s biggest frustration in booking luxury travel stays is difficulty in navigation, particularly when there’s “too many boxes to tick!”  Additionally, a poor UX for her involves the insistence on certain dates of travel. She suggests luxury travel sites show an entire month of prices per one page for both convenience and even affordability. This is so — in her own words — “I can go on the cheapest date! Luxury travelers like a good deal.”

Courtesy of Luxury Fashion Diva

 

Courtesy of Luxury Fashion Diva


Advice for Luxury eCommerce Retailers and Content Creators

Lastly, we sought out advice from these influencers for luxury retailers in the digital space and content creators alike. 

According to Patrick, creativity and originality are at the helm of an optimized user experience. Creators need to be able to find their own voice and style and steer clear of duplicating what other content creators do; if they don’t avoid the latter, it’ll stunt the growth of their brand (whether that’s a business or their own media presence).

“Just like any other content creators, stay authentic because that is the only asset you have. Also, do not try to copy what other influencers are doing. You will look cheap and unoriginal, and your potential to grow is non-existent,” he said.

He closes off with: “Innovate and do not be afraid to try new things and concepts, even if they scare you and the risk is too big. That is the only way to stand out and get ahead of your competition.”

“Don’t ever start content creation for the sake of earning money or getting “famous”, it defeats the objective of being a genuine, and sought-after content creator,” he said. “And when it gets tough, or you lose inspiration, remind yourself why you started. Let your creativity run wild!”

Alongside focusing on community-building and common interests, Aftab also believes in the need to have a unique offering, whether that be in sales or content:

“If I had to share one piece of advice, it would be to be completely true to yourself. It’s easy to get consumed with what other luxury content creators are doing around you, but the main thing is that you create content that fits your brand, aura and truly allows your personality to shine through.” 

As they deal with the subject of luxury, Marie suggests that content creators in the luxury space make the content itself luxurious. “Make the content really luxurious, stand out from the ‘ordinary’, be extraordinary.”

Furthermore, she advises on the need to appeal to the target market, meaning those most apt to buy, or at least take interest in the luxury space.  “Someone recently commented that my website was luxury and not for ‘ordinary’ people. This made me happy because I aim to target the luxury market!”

Closing off, she proposes that luxury travel sites ought not forget the older travel market. “Remember the older travel market!  We are the people with time and money to spend on luxury trips. Older travelers want luxurious Business Class flights, top class accommodation,” she said.

What Surprised Us Most About Fashion Week 2018: Quick Takeaways On User Behavior

ContentSquare data experts analyzed more than 11 million user sessions during the course of a month, across 6 global luxury fashion sites. They examined sessions captured between 09/01 and 09/24 — coinciding with New York, London, and Milan fashion weeks, and the week leading up to the shows.

Here are some of their findings:

1. Homepage traffic increases by almost 20% during fashion week.

Our data analysts found that the number of visitors entering luxury fashion sites through the homepage increased from 26.03% to 31.22% at the start of fashion week. And while the majority of users are still coming in through the digital side door (product pages, category pages, etc), numbers show that many consumers are primed for an introductory brand experience. Also noteworthy was a 42% spike in the number of visitors entering a site through a page dedicated to showcasing inspirational content.

Our analysts also noticed that more than 1 in 2 inspirational pages get updated at the start of September, confirming the expectation that more visitors will be reaching these pages around this time. So, is this seasonal content push working as a strategy to boost consumer loyalty?

2. Users who consumed inspirational content returned to a website on average 233% more times on desktop than the average visitor, and 160% more on mobile.

And it’s not just inspirational content that is getting users coming back for more. Our analysts found that users who viewed ‘new arrivals’ content returned to a site on average 227% more often on desktop and 163% more often on mobile — suggesting the buzz around new collections and campaigns does indeed foster ongoing interest in a brand.

Read the full mini-report to find out what other user behavior trends we learned about when we analyzed millions of fashion lovers’ browsing sessions.

 

Digital Luxury Shopping – Unique User Experiences for Unique Brands

When it comes to luxury shopping online, consumers appear to need less convincing than their e-commerce counterparts. Because while online conversion rates are 2 to 3 times lower than those for mainstream retail, Luxury visitors are more likely to convert on the first visit.

Luxury brand sites also remain mobile-dominant, with more than 2/3 of visitors coming from mobile sources. This outpaces the average e-commerce site, which has 50% mobile traffic.

Digitizing the luxury shopping experience

When we think of Luxury brands, we think of status and style – and it is no different online. Digital customers want seamless journeys, of course, but they also expect brands to replicate the exclusivity and cachet of a label in their digital luxury shopping experiences.

DIGITAL CUSTOMERS WANT SEAMLESS JOURNEYS BUT THEY ALSO EXPECT BRANDS TO REPLICATE THE EXCLUSIVITY AND CACHET OF A LABEL IN THEIR DIGITAL LUXURY SHOPPING EXPERIENCES.

But how exactly do you reproduce the unique experience associated with a luxury brand on a mobile device, while still driving conversions like an e-commerce site? And what are these brands doing to cater to their compulsive, mobile-dependent shopping audience?

A ContentSquare study comparing the digital behavior of e-commerce and Luxury visitors shows that an average 15% of Luxury users view inspirational content on mobile and desktop. Category pages, on the other hand, perform particularly well on mobile devices – good news considering the mobile dependency of many of these consumers.

Our study also found that 13% of site visitors view more than 6 products during their first visit, versus only 5% for e-commerce – and this, despite spending considerably less time on each product than their e-commerce counterparts. In other words, digital Luxury consumers tend to become active, product-focused users during their very first visit.

And while a visitor session on mobile will generally last under 2 minutes, the content consumption remains high. Mobile users tend to flick through pages, and browse content 1.8 times faster than desktop users. To put it mildly, most mobile users are in a rush, easily distracted, yet crave content.

Where to include inspirational content

In an effort to streamline the user journey, some luxury brands have started to keep their branded content and e-commerce content separate. However, since many visitors head straight to category and product pages, it would make sense to integrate inspirational content within these pages, and to astutely merge branding elements with effective purchasing elements.

And with a 50% chance that mobile users will leave a site after 5 seconds of loading time, a quick load time is crucial to ensuring continued engagement. In the words of Anne Lesueur, International e-commerce and media director at L’Occitane en Provence, “Less frustration, more pleasure – that is the key to effectiveness.”

THE KEY TO SUCCESS IS A HEALTH INSPIRATIONAL/E-COMMERCE RATIO THAT WILL BOTH CAPTIVATE STYLE-CONSCIOUS USERS AND FACILITATE THEIR PREFERRED PATHS TO CONVERSION.

The most successful Luxury brands have understood that the key to success is a healthy inspirational/e-commerce ratio that will both captivate style-conscious users and facilitate their preferred paths to conversion. Locating the pain points along the customer journey – whether that is a frustrating load time or ineffectual marketing on the category or product pages – will help teams develop friction-free experiences for their customers.

Next-gen, AI-powered analytics can help digital Luxury brands harness the power of their online presence, and devise unique and profitable digital journeys that also cultivate loyalty and following.

Read the full report here.

Digital Luxury Shopping – Unique User Experiences for Unique Brands – es

When it comes to luxury shopping online, consumers appear to need less convincing than their e-commerce counterparts. Because while online conversion rates are 2 to 3 times lower than those for mainstream retail, Luxury visitors are more likely to convert on the first visit.

Luxury brand sites also remain mobile-dominant, with more than 2/3 of visitors coming from mobile sources. This outpaces the average e-commerce site, which has 50% mobile traffic.

Digitizing the luxury shopping experience

When we think of Luxury brands, we think of status and style – and it is no different online. Digital customers want seamless journeys, of course, but they also expect brands to replicate the exclusivity and cachet of a label in their digital luxury shopping experiences.

DIGITAL CUSTOMERS WANT SEAMLESS JOURNEYS BUT THEY ALSO EXPECT BRANDS TO REPLICATE THE EXCLUSIVITY AND CACHET OF A LABEL IN THEIR DIGITAL LUXURY SHOPPING EXPERIENCES.

But how exactly do you reproduce the unique experience associated with a luxury brand on a mobile device, while still driving conversions like an e-commerce site? And what are these brands doing to cater to their compulsive, mobile-dependent shopping audience?

A ContentSquare study comparing the digital behavior of e-commerce and Luxury visitors shows that an average 15% of Luxury users view inspirational content on mobile and desktop. Category pages, on the other hand, perform particularly well on mobile devices – good news considering the mobile dependency of many of these consumers.

Our study also found that 13% of site visitors view more than 6 products during their first visit, versus only 5% for e-commerce – and this, despite spending considerably less time on each product than their e-commerce counterparts. In other words, digital Luxury consumers tend to become active, product-focused users during their very first visit.

And while a visitor session on mobile will generally last under 2 minutes, the content consumption remains high. Mobile users tend to flick through pages, and browse content 1.8 times faster than desktop users. To put it mildly, most mobile users are in a rush, easily distracted, yet crave content.

Where to include inspirational content

In an effort to streamline the user journey, some luxury brands have started to keep their branded content and e-commerce content separate. However, since many visitors head straight to category and product pages, it would make sense to integrate inspirational content within these pages, and to astutely merge branding elements with effective purchasing elements.

And with a 50% chance that mobile users will leave a site after 5 seconds of loading time, a quick load time is crucial to ensuring continued engagement. In the words of Anne Lesueur, International e-commerce and media director at L’Occitane en Provence, “Less frustration, more pleasure – that is the key to effectiveness.”

THE KEY TO SUCCESS IS A HEALTH INSPIRATIONAL/E-COMMERCE RATIO THAT WILL BOTH CAPTIVATE STYLE-CONSCIOUS USERS AND FACILITATE THEIR PREFERRED PATHS TO CONVERSION.

The most successful Luxury brands have understood that the key to success is a healthy inspirational/e-commerce ratio that will both captivate style-conscious users and facilitate their preferred paths to conversion. Locating the pain points along the customer journey – whether that is a frustrating load time or ineffectual marketing on the category or product pages – will help teams develop friction-free experiences for their customers.

Next-gen, AI-powered analytics can help digital Luxury brands harness the power of their online presence, and devise unique and profitable digital journeys that also cultivate loyalty and following.

Read the full report here.