Louis Vuitton was a close second with a score of 102, and Tiffany, Cartier, and Ralph Lauren rounded out the top 5 with scores ranging from 100 to 95.
So, what do these scores really mean? Luxury brand are finally starting to tailor to their target markets and enhance their customer's experience through the use of digital media. During the three month period the survey was conducted, 7 of the 28 brands revamped their websites, and 5 firms introduced mobile sites. The majority of the brands researched have mobile sites which is extremely vital in today's world. ContactLab said most of the consumers that were studied opened their emails via their mobile devices as opposed to their computers.
Burberry was ranked number one in the e-commerce section of the study which looks at a brands geographical reach, the number of languages available on a website, and how many products are sold on a brand's site. All 28 of the luxury labels studied continued to improve their e-commerce reach by 4 percent in the last quarter of 2014.
If a brand is going to stand out in the over-saturated market of the fashion industry, it needs to be accessible from any device and mos importantly, the brand needs to make their consumer's experience "user-friendly."
Massimo Fubini, chief executive officer and founder of ContactLab, made a profound statement that any firm should take into consideration, “Email has proved to be the most suitable method for building a long-term relationship. Every purchasing experience, whether online or off-line, is a point of contact which must be taken advantage of in order to build the customer’s loyalty.”
http://www.wwd.com/media-news/digital/luxury-labels-improve-digital-experience-for-consumers-8135636?module=Media-Digital-main
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