Wonder

Research Outline

Prepared for Steven R. | Delivered December 10, 2019

Best Practices: Luxury E-Commerce

Goals

To understand what consumers look for and best practices in the luxury e-commerce industry. Provide a list of 3-5 elements of a great luxury e-commerce experience (e.g. What are the best ways to "shop" or display luxury goods, both online and in-store?). Focus on sectors like appliances (i.e. Sub-Zero), furniture, and lighting fixtures. Do not include information pertaining specifically to the fashion sector. Geographic scope is the US, but can be expanded to include Canada and the UK as necessary.

Early Findings

Our initial hour of research found and examined emphasizing product value as a best practice in luxury e-commerce. Our findings indicate that additional best practices and insights to present a rounded picture of what makes for an ideal e-commerce shopping experience will be available with further research.
Best Practice: Emphasize the Value FactorShoppers buying luxury goods are not usually concerned with pricing per se, but they do respond to an added element of value.
For luxury appliance buyers in particular, brand names are associated with wealth and status. Shoppers look for quality and consider buying these items an investment in their homes.
Sub-Zero considers itself a leader in the business of luxury appliance e-commerce and focuses on building a reputation for superior quality by making a product that runs well and lasts a long time.
Viking is another luxury appliance company that showcases the value and quality of its products. It has a page on its e-commerce site titled "Why We're Better" that highlights the company's advances in innovation, including reviews from critics and industry experts.
Proprietary ResearchIn addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.