DIGITAL

When User Experience Becomes the Key for Luxury Brands

by

Dino Auciello

|

This is the featured image caption
Credit: This is the featured image credit

DLG (Digital Luxury Group) and its partner, ContentSquare, have issued a report offering luxury brands key insights into optimising user experience on their websites.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

DLG (Digital Luxury Group) and its partner, ContentSquare, have issued a report offering luxury brands key insights into optimising user experience on their websites.

An attractive website is no longer enough to win over customers. Say you were to visit a store belonging to one of the most elite jewellery Houses, could you imagine it with poorly presented products and absent employees?

Even if a customer enjoys five excellent in-store experiences, it only takes one bad experience to erode a brand’s image. The same rule applies to a digital experience.

The interface must act as the salesperson in being the face of the luxury store. What takes precedence is understanding the users’ mindsets and optimising their experiences.

“A couple of years ago, we reckoned that user experience (UX) analytics would become the next important topic when it comes to digital analytics. Why? Because UX tools allow us to see beyond classical analytics. In addition to users’ traffic origins and general behaviour insights, we now have the ability to understand the detailed mechanisms behind e-commerce conversions or a session drop for instance”, explains Yoann Chapel, Head of Client Services at DLG (Digital Luxury Group), an international digital marketing and communications agency for luxury brands. It has offices in Shanghai and Geneva.

Interested in increasing your conversion rates and website performance?

DLG and its partner, ContentSquare, the new-generation UX Analytics solution driven by A.I, cross-sectioned their data after analysing more than 90 million browsing sessions and drew up a report offering luxury brands unique insights into user behaviour on their websites.

These two companies then formed a partnership in 2017 to unite their respective areas of expertise. The objective is to offer premium and luxury brands the opportunity to discern what drives users to either participate in optimal experiences on their websites or hastily leave their platforms.

“Beyond traffic acquisition optimisation, this new generation of UX tools allow us to boost on-site engagement and conversion in a drastic way,” adds Chapel. “More than ever, we are convinced that the next challenge for many luxury brands will be on-site engagement.”

Here are some snapshots of the report:

UX Book

DLG is the digital partner of forward-thinking luxury brands. With offices in Geneva and Shanghai, DLG blends luxury savoir-faire, industry insights, and digital expertise to provide results-driven digital marketing strategies and execution services.

ContentSquare is a user experience (UX) analytics and optimisation platform that helps businesses understand how and why users are interacting with their app, mobile and web sites.

More info: [email protected]

Dino Auciello
Dino Auciello

Editor, International, Luxury Society

Dino Auciello is the International Editor of Luxury Society. He is also Head of Marketing & Client Development at DLG, the parent company of Luxury Society. Based in Geneva, Dino was previously Deputy Chief Editor of the Swiss business magazine, Bilan.

DIGITAL

When User Experience Becomes the Key for Luxury Brands

by

Dino Auciello

|

This is the featured image caption
Credit : This is the featured image credit

DLG (Digital Luxury Group) and its partner, ContentSquare, have issued a report offering luxury brands key insights into optimising user experience on their websites.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

DLG (Digital Luxury Group) and its partner, ContentSquare, have issued a report offering luxury brands key insights into optimising user experience on their websites.

An attractive website is no longer enough to win over customers. Say you were to visit a store belonging to one of the most elite jewellery Houses, could you imagine it with poorly presented products and absent employees?

Even if a customer enjoys five excellent in-store experiences, it only takes one bad experience to erode a brand’s image. The same rule applies to a digital experience.

The interface must act as the salesperson in being the face of the luxury store. What takes precedence is understanding the users’ mindsets and optimising their experiences.

“A couple of years ago, we reckoned that user experience (UX) analytics would become the next important topic when it comes to digital analytics. Why? Because UX tools allow us to see beyond classical analytics. In addition to users’ traffic origins and general behaviour insights, we now have the ability to understand the detailed mechanisms behind e-commerce conversions or a session drop for instance”, explains Yoann Chapel, Head of Client Services at DLG (Digital Luxury Group), an international digital marketing and communications agency for luxury brands. It has offices in Shanghai and Geneva.

Interested in increasing your conversion rates and website performance?

DLG and its partner, ContentSquare, the new-generation UX Analytics solution driven by A.I, cross-sectioned their data after analysing more than 90 million browsing sessions and drew up a report offering luxury brands unique insights into user behaviour on their websites.

These two companies then formed a partnership in 2017 to unite their respective areas of expertise. The objective is to offer premium and luxury brands the opportunity to discern what drives users to either participate in optimal experiences on their websites or hastily leave their platforms.

“Beyond traffic acquisition optimisation, this new generation of UX tools allow us to boost on-site engagement and conversion in a drastic way,” adds Chapel. “More than ever, we are convinced that the next challenge for many luxury brands will be on-site engagement.”

Here are some snapshots of the report:

UX Book

DLG is the digital partner of forward-thinking luxury brands. With offices in Geneva and Shanghai, DLG blends luxury savoir-faire, industry insights, and digital expertise to provide results-driven digital marketing strategies and execution services.

ContentSquare is a user experience (UX) analytics and optimisation platform that helps businesses understand how and why users are interacting with their app, mobile and web sites.

More info: [email protected]

Dino Auciello
Dino Auciello

Editor, International, Luxury Society

Dino Auciello is the International Editor of Luxury Society. He is also Head of Marketing & Client Development at DLG, the parent company of Luxury Society. Based in Geneva, Dino was previously Deputy Chief Editor of the Swiss business magazine, Bilan.

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