When you browse Chopard watches on the Saks Off Fifth site, you’ll get high-end customer service, attractive fulfillment options directly on product pages, and loyalty perks for ordering from the site. Chopard’s own site, however, provides none of those services.
Across the board, retailers and indie brands are shaping luxury consumers’ online experiences, while traditional watch and jewelry brand sites remain slow to adapt to the digital age. Brands like MVMT and Blue Nile include editorial content and rich imagery and merchandising on product pages, features that many category heavyweights conspicuously lack, according to Gartner L2’s Meeting Consumers Expectations on Site report. These brands also make it easy to check out and provide comprehensive sizing information; in contrast, just 36% of traditional brands include sizing information on product pages.
Table stakes are rising in this high-price, high-consideration sector, where consumer expectations are as high for the shopping experience as they are for the luxury products themselves. Brands are falling short compared to disruptors in providing a luxury experience online.