This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran
Summary: There are four primary categories of luxury shoppers: window shoppers, personal stylists, occasional splurgers, and big spenders. Luxury brands often fail their customers during the “consider” phase of their journey.
This article is the second in a three-part series. The first article of the series explores the conflict between luxury and traditional ecommerce strategies. This second article talks about different luxury user groups, as well as their behaviors and shopping journey. The third article will explore how luxury brands can provide a high-quality ecommerce experience while still adhering to inherent luxury values and principles
About Our Research
To investigate this phenomenon, we conducted a qualitative study involving 9 participants, in a mix of interviews and usability testing. These participants included:
As much as possible, we allowed our participants to bring their own tasks and choose their preferred sites and apps. For example, we observed participants who shopped for:
Read Full Article
This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran
Kate Moran | Sciencx (2022-06-12T16:00:00+00:00) Luxury Shopping User Groups and Journeys. Retrieved from https://www.scien.cx/2022/06/12/luxury-shopping-user-groups-and-journeys/
Please log in to upload a file.
There are no updates yet.
Click the Upload button above to add an update.