product seduction: a luxury experience
DESCRIPTION
Critical Mass' presentation for Luxury Interactive 2008, "Using Rich Experiences to Build Brand Engagement." The CM panel discusses how we have used digital strategies to engage customers, enrich brand experience, and build lasting affinity through the online channel.TRANSCRIPT
PRODUCT SEDUCTIONA LUXURY EXPERIENCEJune 18, 2008
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UNIVERSAL TRUTHS
ONLINE EMOTIONAL DRIVERS FOR A LUXURY EXPERIENCE
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Visitors come to see products.
Over 80% of visitors to luxury websites come to access product information*
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The role of the site environment merchandising, not advertising.
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In online luxury experiences, the product drives brand interest (not the other way around)
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Sexy projection on car shot
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Usability can be luxurious.
Luxury customers are more than 20% more likely to say they are time-pressed, compared with the average online shopper.
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The product is luxurious.
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Every single page is a brand statement.
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