Luxury Goods Series

The Online Purchase Experience China 2016: Local Champions Dominate

01/2017

The report The Online Purchase Experience China 2016, released by Contactlab in collaboration with investment company Exane BNP Paribas, measures for the first time ever how European luxury brands market online to the Chinese Consumer.

Findings show that online purchase experience in China is very different to Western standards, and at the same time, that Chinese consumers expect to be engaged differently than in US and Europe.

The Online Purchase Process recently tested in China includes 65 parameters, both online and in-store and WeChat, across 3 global luxury brands, 4 E-tailers, 1 Department Store. The metrics focused on communication in regards to ordering, purchasing, packaging, return procedure, and return communication.

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