L’idea è di presentare i risultati di un progetto di ricerca che analizza in dettaglio la user experience nei processi di acquisto e interazione online dei prodotti di lusso. L’analisi ha mappato 29 brand internazionali, inclusi 4 dei principali e-Tailer del lusso, analizzando tutti i touch point sia fisici che digitali attraverso cui i consumatori possono fare esperienza di un brand. In particolare, presentiamo le best practice emerse dalla ricerca, mostrando alcuni esempi best in class, che più sono riusciti a rendere il processo di acquisto online personalizzato, coinvolgente e chiaro.

1. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

2. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONCEPT
Going through a whole
customer journey in order to
analyze and benchmark every
single step of interaction on the
website, through emails and
physical (packaging) and define
a ranking with best in class and
best practices for every touch
point.
 Sign up
 Customer care inquiry
 Cart abandonment
 Purchase
 Delivery
 Return

3. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
25LUXURY
BRANDS
3 ECOMMERCE
SPECIALISTS
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Burberry
Cartier
Dior
Dolce e Gabbana
Fendi
Ferragamo
Givenchy
Gucci
Hermès
Hugo Boss
Loro Piana
Louis Vuitton
Moncler
Prada
Ralph Lauren
Saint Laurent
Tiffany
Tod’s
Tory Burch
Valentino
Zegna
My Theresa
Luisa Via Roma
Net-à-Porter /
Mr. Porter

4. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

5. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SIGN UP | REGISTRATION FORM
PREFERENCES
ARMANI
BRIDGE TO CUSTOMER
ENGAGEMENT:
• Content preferences
• product category
• brands
• designers selection

6. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SIGN UP | REGISTRATION FORM
CONTACTABILITY:
LOUIS VUITTON
PREFERRED CONTACT
DEVICE/CHANNEL

7. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SIGN UP | REGISTRATION FORM
PROFILING
INFORMATION:
BULGARI
BRIDGE TO OFFLINE:
FAVOURITE BOUTIQUE

8. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

9. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WELCOME EMAILS
DOUBLE OPT-IN EMAIL:
TIFFANY
LUXURY TOUCH

10. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WELCOME EMAILS
CARTIER
PERSONALIZATION
AND CARE
• Title / Name
• Account features recap
• Contacts

11. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WELCOME EMAILS
what we can do for you who are your favourite
designers?
SERIES
MR PORTER
welcome to Mr Porter
style bulletins
WELCOME PACK

12. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WELCOME EMAILS
Welcome, Check Out What's New
NOT ONLY REGISTRATION
CONFIRMATION…
COACH*
Thanks For Registering
…ANIMATED GIF TOO!

13. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

14. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ABANDONED CART EMAILS
still thinking about it
SERIES
NET-A-PORTER
• Abandoned cart series
• Remind the product
choice and give options

15. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ABANDONED CART EMAILS
CONTENT COMPLETENESS:
ZEGNA
CARE: HELP, DON’T PUSH

16. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RESPONSIVE
FENDI
ABANDONED CART EMAILS
• Remind the product
choice

17. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

18. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CUSTOMER CARE INQUIRY
HUGO BOSS
EASY AND CLEAR

19. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CUSTOMER CARE INQUIRY
CARTIER
CONTACT FORM
Luxury feeling
Contattare un
ambasciatore

20. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CUSTOMER CARE INQUIRY
DIOR
REPLY WITH FLAIR
• Reply with a luxury touch
• Layout
• Call
MAKE IT EASY
FOR THE
CUSTOMER
• Full range of contact
options
• Quality chat

21. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

22. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
ZEGNA
COLLECT IN STORE

23. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
LUIS VUITTON
FASHION ADVISOR SERVICE
RECOMMENDATION ENGINE
PICK UP IN STORE

24. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
BOTTEGA VENETA
VALUE YOUR
CUSTOMERS’
FEEDBACKS
SAVE THE ADDRESS
• • ACQUISITION
• • RECOMMENDATION
ENGINE
SAVE ADDRESS

25. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
FENDI
VALUE YOUR CUSTOMERS’
FEEDBACKS
ACQUISITION RECOMMENDATION ENGINE

26. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
RALPH LAUREN
RECENTLY VIEWED

27. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
BRUNELLO
CUCINELLI
SHOP BY LOOK

28. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASING PROCESS
BALENCIAGA
SUSTAINABILITY
AND LUXURY TOUCH

29. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

30. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASE RELATED EMAILS
TIFFANY
Reply with a luxury touch

31. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASE RELATED EMAILS
BURBERRY
• Completeness with a nice look and feel
• Product image
• Order recap
• Shipping recap
• Return terms and conditions

32. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PURCHASE RELATED EMAILS
GUCCI
• Reassuring series
• Order confirmation
• Shipping confirmation
• Delivery confirmation

33. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

34. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
OVERALL LUXURY FEELING
EXTERNAL PACKAGING
CARTIER LUISA VIA
ROMA

35. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
OVERALL LUXURY FEELING
INTERNAL BOX
PRADA MR PORTER

36. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
OVERALL LUXURY FEELING
FIRST INTERNAL LOOK
CARTIER TOD’S

37. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
OVERALL LUXURY FEELING
PRODUCT BOX
HERMES LOUIS
VUITTON

38. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

39. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CARE AND SPECIAL TOUCH
EXTERNAL PACKAGING GIFT CARD
LOUIS
VUITTON

40. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CARE AND SPECIAL TOUCH
PACKAGING THANKS MESSAGE
NET-A-
PORTER
TORY BURCHRALPH
LAUREN

41. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CARE AND SPECIAL TOUCH
PACKAGING DOCUMENTS
LORO PIANACARTIER

42. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

43. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
POST PURCHASE
SURVEY
HUGO BOSS
GIVE VALUE TO YOUR
CUSTOMERS’
FEEDBACK

44. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
POST PURCHASE
SURVEY
GUCCI
GIVE VALUE TO YOUR
CUSTOMERS’
FEEDBACK

45. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
POST PURCHASE
PRODUCT PUSH
MR PORTER
PERSONALIZED PRODUCT
SUGGESTIONS

46. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

47. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RETURN PROCESS
PRADA
LUXURY FEELING

48. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RETURN PROCESS
DIOR
CHOOSE THE TIME OF COLLECT

49. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
HERMES
EASY AND CLEAR
RETURN PROCESS
• Two steps only
process

50. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

51. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RETURN PROCESS
ZEGNA
LUXURY LOOK AND
FEEL

52. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RETURN PROCESS
BURBERRY
COMPLETE WITH
PRODUCT REMINDER

53. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Return
delivery
received
RETURN PROCESS
HERMES
REASSURING SERIES
Return
confirmation
Refund
confirmation

54. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CREATE BRIDGES TOWARDS OFFLINE
BE PERSONAL AN PERTINENT
FOCUS ON DEDICATED SERVICES
LOOK AND FEEL CONSISTENCY
make your customers’ journey
seamless
make your customers feel part
of the brand wherever they are
caring is the drive to
conversion and loyalty
translate digitally the luxury
retail experience

55. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FOLLOW US
THANK YOU
Laura Gioia
laura.gioia@contactlab.com
www.contactlab.com
www.newslettermonitor.com