Role of Interactive media in the Luxury industry (3).
In this part of the research paper, they talk about the concept of the 7Cs, which was developed in order to help luxury brands to understand how to create a “high impact digital customer experience”: Content, Customization, Customer care, Communication, Community, Connectivity and Convenience. In other words they describe web experience mix of four main elements: technology, interactivity, trust, and service. By changing these four factors, luxury brands can modify and so create the best experience for their online customers. The technological elements: provide online customers with a nice and practical application, easy to understand and to use even if it is their first visit. Moreover, the websites atmosphere needs reflect the luxury brand identity. The interactivity: The Internet permits brands to go from a push media to a pull medium of communication. Indeed, on the other traditional media, it was always the brand that was talking to its targets. Nowadays, it is more the online customers that want to engage in a dialogue with a brand. Mainly factors are: E-CRM, online interaction with vendors, and online relation with other Web users. Trust: Thus, web users sometimes mistrust certain websites, email and applications for fear of spam, personal data violation… In order to improve the web experience of a customer, e-marketers have to firstly understand customers‟ behavior and identify what can develop their trust toward an e-brand. Services: Firms have a great capacity to influence customers’ behavior and purchase fulfillment. By the research paper we can understand that services which will be given online must fit the status of the brand identity.
