User experience (UX) consists of delivering an easy and delightful experience to people as they interact with a company’s digital properties. It is an online function and consists of ease of using the website, navigation, discoverability, interacting with others, comparison, ease of payments and buying.
Published in Chapter:
Building Brands Digitally: How Brands Create the Luxury Experience Using O2O
Dinesh Kumar (Institute of Professional Education and Research, India)
Copyright: © 2023
|Pages: 17
DOI: 10.4018/978-1-6684-5844-0.ch010
Abstract
Luxury brands took to online selling belatedly, but they realized that they must be where their customers are. But this posed a problem for them: how could they maintain their aura of exclusivity in an online world, where e-commerce portals selling discount items are just a click away? By combining the elements of O2O worlds, luxury brands have achieved a synergy with their physical stores. Luxury brands have been able to convey their aesthetic appeal, store trust, shopping experience, customer service, and sense of power online as well. Online presence helps in displaying products, providing information, selling, and linking inventories of various stores. In that sense, the omni-channel experience has helped build customer experience for luxury brands as well. This chapter explains how O2O integration helps luxury brands combine their exclusive aura with online capabilities to deliver customer engagement and service, thereby building brands in the long run.