Luxury Brands Fail To Offer High-End Online Shopping Experience, Study Reveals

Luxury beauty brands need to improve their online consumer experience in order to avoid losing customers, according to market research firm ContactLab. Data from the report “Online Purchase Experience Ranking” revealed consumers have “best of online shopping experience” only 50 percent of the time. While some brands extended their “luxury experience” to delivery service and packaging standards, others failed to do so. Results also showed that consumers tended to have better shopping experience when buying from online retailers than when buying from brand owners’ own online stores.