The results of an online survey conducted in october 2010 by Benchmark Group with 558 consumers of luxury products and visitors to luxury brand websites. The survey dealt with the experiences, motivations and expectations of web users with regard to luxury brand websites (content, services, mobile, social networks, online purchasing...).

1. Luxury Brands on the Internet: Customer Opinions www.benchmark.fr/LuxurybrandsontheInternet Follow us on: @BenchmarkGroupBenchmark Group - Etudes, Conseil, Formations

3. The presence of luxury brands on mobile devices and on social networking sites;

5. Virtual fitting rooms, product personalization...The most expected services A large majority of customers willing to get exclusive services Customers also attracted by features that let them get close to the experience of buying in-store “Would you be interested in the following Internet services ?” Source : Benchmark Group – Luxury Brands on the Internet

6. The popularity of luxury brands on social networking sites 17% of customers follow at least one luxury brand on a social networking site This figure climbs to 29% for respondents under 35 “Do you follow a luxury brand on a social networking site?” Source : Benchmark Group – Luxury Brands on the Internet

7. Brands on social networking sites : The most expected services Overall, customers want to have interactions with brands on social networking sites 47 % of consumers following a luxury brand on a social network are interested in participating in products creation “What do think about the following services that a luxury brand you likecould offer you on social networking sites?” Based on respondents who follow at least one luxury brand on a social networking site Source : Benchmark Group – Luxury Brands on the Internet

8. The most rewarding web media for luxury brands In the eyes of a very large majority of customers, luxury brands are best featured on their own sites and on specialized webzines Specialized blogs and social networking sites are not penalized by customers, but they are deemed less relevant, particularly by affluent customers “Do you find that luxury brands overall are well valued on…” Source : Benchmark Group – Luxury Brands on the Internet

9. Motivations for online purchasing Customers mention the comfort and convenience of online purchasing The Internet also allows brands to access a different customer base than those who shop in stores “Why have you purchased or why would you purchase a luxury product on the Internet?” (Results based on gender) Based on respondents who have already purchased or who might purchase a luxury product on the Internet Multiple responses possible Source : Benchmark Group – Luxury Brands on the Internet

10. Obstacles to online purchasing Being able to feel or try on the product is by far the main obstacle to online purchasing Almost one third of respondents prefer going to store because of their atmosphere “Why would you make a purchase in store as opposed to online ?” Multiple responses possible Source : Benchmark Group – Luxury Brands on the Internet

12. Sorted by Income Level For further information on this study, click here : “Luxury Brands on the Internet”

13. Related studies and training sessions (in French) Training session « Luxe et e-marketing » : http://www.benchmark.fr/catalogue/formation/458-formation-luxe-et-e-marketing/ Training session « Luxe : Réussir l’ergonomie de sa boutique en ligne » : http://www.benchmark.fr/catalogue/formation/457-formation-luxe-reussir-l-ergonomie-de-sa-boutique-en-ligne/ Study “Les marques de luxe sur iPhone”: http://www.benchmark.fr/catalogue/publication/119/les-marques-de-luxe-sur-iphone.shtml

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