Luxury Goods Series

The Online Purchase Experience Ranking


The research and subsequent analysis from world-leading fashion and luxury brands expert Contactlab is a world first in examining online purchasing experiences and the consumer journey in the luxury retail sector.

It looked at 29 recognisable global luxury brands, including 4 major e-tailers, analysing physical and digital customer experience touch points.

The Online Purchase Experience Ranking study, which was produced in conjunction with Exane BNP Paribas, revealed that brands are only utilising best practice during the consumer journey around 50 per cent of the time.

Analysts developed 67 parameters to measure the service offered by luxury retailers, analysing the complete purchase process – from the online ordering experience, to delivery, as well as packaging and returns.



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