For jewelry brands, creating an online shopping experience that matches the opulence and exclusivity of their physical stores is a significant hurdle. Apart from display that needs to ensure to showcase the true essence of the pieces it is important to ensure secure transactions and managing high-value logistics, which add layers of complexity. That's why luxury online shops with high-value items often do not provide a direct option to buy through the e-shop, but instead display the creations with a Request For The Item option.
I've recently started to explore the ways how high-end jewellery brands deal with technical part of the online shopping service and came across such example. Bvlgari doesn't give an option to submit purchase for its most valuable in terms of price creations. To proceed with the purchase of the item you see online you need further to contact the advisor.
As with any luxury online shop, it is essential to make customer care easily accessible. This means that while the customer is interested, the process of contacting for further assistance needs to be simple to convert their interest into a purchase.
So, will a customer interested in the online purchase of Bvlgari's £130,000 Allegra Necklace eventually turn this interest into an actual purchase?
Bvlgari offers two contact options on the product page, differing for mobile and desktop.
You can easily reach customer care with one click via WhatsApp through the mobile version of the website. The experience is smooth.
If you want to reach out through regarding the necklace the desktop version while browsing on a laptop, it becomes more complicated. You need to fill in all the details, starting from your full name and ending with the country, subject, and the message itself. Before submitting the message, you need to tick three agreements; one is compulsory with a long text to read.
Feel scared? Me too:) How do you think such a complicated process where you need to make an extra effort will affect the client's intention to buy online?
How to enhance an experience and make the request regarding the item experience smooth and effective both on desktop and mobile?
Here are two solutions with examples, both easy to be executed.