How luxury brands increase conversion in e-commerce
The luxury market has struggled to move online for years. It’s only now that e-commerce for high-end products is taking off. Let’s take a look at the average conversion rate for luxury e-commerce, why high-end brands must focus on its optimization, and what is the most effective way of increasing online sales of luxury products.
What is the average online conversion rate for the luxury sector
Globally, the average e-commerce conversion rate is 3.25%, according to recent statistics. Luxury items have a 1.69% conversion, which is about twice lower than conversion for regular items like food and beverage (3.97%), fashion and apparel (3.01%), consumer goods (3.29%), and beauty (2.55%). There are several reasons for low online conversion rates in the luxury sector. First, digital experiences lag far behind in-store shopping, especially when it comes to shopping for expensive high-end items. A recent study revealed that luxury shoppers value in-store shopping because it gives them high confidence in a big purchase. Due to the lack of physical contact with a product while shopping online, consumers can’t get a full understanding of items and make an informed purchase decision.
Besides, luxury shoppers are used to a highly personalized shopping experience, which is hardly achievable with an online website. According to the survey, VIP treatment is one of the top reasons why luxury consumers prefer in-store shopping. It follows that high-end brands should create an online shopping experience just like that of the in-store one for the optimisation of e-commerce conversion rates. Customers should be assured of detailed insight into a product and a memorable shopping journey. One of the effective ways to demonstrate to your customers that they’re buying something truly worth the price tag and to make online shopping engaging is to integrate immersive content into an online catalog.
How luxury brands can increase online conversion with immersive technology
Immersive content like 3D/360 visualizations and AR demonstrations of items has the power to bridge the gap between online and offline shopping and enhance the shopping experience for high-end consumers. Cappasity provides the first scalable SaaS solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds, and marketplaces. Our clients’ experience has shown that in some cases immersive content increases sales by more than 30%.
Click the “Cube” icon to activate the AR experience
A great example of how a luxury brand can benefit from immersive technology is the partnership between Cappasity and Claris Virot. The brand focuses on designing bags, purses, belts, and footwear; most of which are made of python, lizard, and crocodile leather. It’s essential for Claris Virot to allow online shoppers to study every detail of their unique products. The brand digitized items in 3D with the help of the Cappasity platform and embedded interactive 3D product images into their online store. Thanks to immersive content, the brand has noticed an increase in customer engagement, with shoppers having a more accurate understanding of each product.
“Our customers are a priority for us and we want to deliver the best possible browsing experience to them. Cappasity’s cutting-edge technology makes online shopping easier and more natural for them, allowing to study materials, textures, and colors in every detail. This helps us to differentiate in the market and showcase our unique products as never before. With Cappasity, our visitors spend an average of 19 seconds more time browsing products and 26 seconds more on the most popular bags,” shared Jean-Christophe Ankaoua, President of Lion-Snakes (Marque Claris Virot). Data obtained by Cappasity shows that after embedding immersive content into an online catalog, the average time on a product page increases by at least 40%. Since the time a consumer spends in a shopping environment has a direct impact on the add-to-cart rate, a 3D product image is an effective tool to increase purchase probability.
Marine Serre has also integrated immersive technology into its online catalog, allowing customers to estimate all the details of the brand’s high-end pieces. 360 visuals of Marine Serre’s SS22 collection Fichu pour Fichu were created by the well-known creative tech production house Sheriff Projects with the help of the Cappasity solution. As a result of the project, the brand embedded the highest quality 360 visuals of apparel into its website, providing customers with an interactive online shopping experience. 3D content created with Cappasity allows online shoppers to interact with high-end fashion pieces as they would in a brick-and-mortar store: they can rotate items and zoom in and out to estimate the quality and materials in tiny detail.
Watch this video to see what kind of experience high-end brands can deliver to consumers using immersive technology:
Besides interactive 3D visualizations of products, luxury brands can use Cappasity to create AR holograms of their fashion pieces within as little as 20 minutes, which usually takes several days. Cappasity AR Holograms provide animated looks, allowing shoppers to see the materials in movement from all angles and better envision how the desired item would fit.
To create immersive shopping experiences, contact our team at support@cappasity.com
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