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How do luxury brands perform in achieving
the overruling objective 'brand loyalty’?
15 May 2014

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Agenda
UserZoom Overview
Task Design and Summary
• Objectives
• Study Details
• Study Design
• Participant Profile
Key Findings
Conclusions
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Presenters
Dr Martin Hicks – Senior Researcher
Martin has over 6 years industry experience in the full range of user-centred
design activities, including quantitative and qualitative analysis.
Jenna Cosquieri – Researcher
UX researcher with over six years of industry experience, incl quantative &
qualitative analysis.

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www.userzoom.com
Company Profile
• Leading SaaS company specialising in Online UX Research & Customer Insights
• Our mission: Helping businesses optimise user experiences of web based products
and mobile apps by providing a platform of tools and support services
• In business for 9 years, offices in Sunnyvale (CA), Cheshire (UK), Barcelona (Spain)
& Munich (Germany)
• 50 employees (including Engineers, UX Researchers, Acct Mgrs, Sales/Marketing)
• 100% revenue growth / year in the past 3 years
• We have clients in 15 countries and across all major industries
• 90% of brands renew their license each year

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Why Us?
• Cost-effective research
• Ability to ‘go beyond the lab’
• Obtain statistically significant, actionable results
• Test users from different geographic locations
• Run studies quickly
• Avoid having to purchase lots of different tools

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www.userzoom.com
How it works
• Hundreds of users agree to participate in a study
• In their natural context
• From geographically spread locations
• Users try to complete tasks (or goals) + answer questions
• No human moderation needed
• Our browser bar connects users with our secure servers

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Research Objectives
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Goal: quantitative comparison of 3 luxury brands websites – Tiffany,
Cartier and Gucci.
Key metrics:
• Site performance (Navigation, Look and Feel, Layout, and Content provided)
• Likelihood to recommend a brand's website and to 'like' a brand's Facebook
page
• Identify satisfaction levels based on the product information
• Identify which types of content shown on luxury brand's Facebook pages
generated the most interest
• Identify whether content shown on luxury brand's Facebook pages was deemed
to be consistent with content on their websites
• Explore whether brand perception is affected by exposure to the luxury
brands' websites and Facebook pages.
Goals

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Study Design
Description
Study dates: August 2012 (UK)
Study Method: Remote Usability Test – UserZoom
Number of
participants:
133
Websites compared:
Tiffany, Gucci and Cartier websites and associated Facebook pages
(Participants were randomly allocated to each brand website and Facebook
page – between-subject design)
Tasks
1.Find an item of jewellery
2.Locate your nearest store
3.Find an item of interest on the Facebook page
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Participant profiles
Overview of participant profiles
Gender: 91 Female / 42 Male
Age ranges:
82 aged 25-35
51 aged 36-45
Salary: All earned 25K+
Purchasing behaviour: All purchased luxury goods at least once a quarter
Facebook usage: All Facebook users
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Why these sites?
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Tiffany
Gucci Cartier
The Tiffany, Gucci, and Cartier sites were chosen for
the study due to the following shared characteristics:
• High end, luxury brands
• UK centric (UK shops and pricing)
• Similar luxury products and price ranges
• Store locator functionality
• Facebook landing pages (with no login required)

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Key Findings
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Success
Important to Note
Areas for Improvement
Critical Issues
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Key Findings – Introduction
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I
This section provides a summary of the key findings from the luxury
brands benchmarking study.
Key:
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Executive Summary – Key Findings
I
The study revealed some luxury brands websites do not adequately support
users when performing everyday tasks, such as locating items and finding a
store.
Of the 3 sites, Tiffany performed best in terms of supporting these tasks.
Participants achieved over 90% success rate on both tasks.
Participants using 2 sites (Gucci and Cartier) experienced difficulties finding
key product information and store information. This was due to:
• Missing search options / search returning unexpected results
• Hidden store locator options.
Post-task feedback revealed that participants expected clear and accessible
links on the site homepages for product categories, search, and store
locators.
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Key Findings
Overall, participants were not satisfied with the amount of product
information provided for the luxury items.
• All 3 websites could be further improved in terms of providing more
product information to help customers to decide whether to
purchase luxury items.
Participants experiences after visiting the luxury brands websites and
Facebook pages directly influenced their self-report ratings in terms of:
• Site performance ratings
• Likelihood to recommend the site and to 'like' the brands' Facebook
pages.
• Brand perception - Certain brand positive attribute ratings were lower
post-study, compared to the same ratings obtained pre-study (pre-
exposure to brands’ websites and Facebook pages).
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I
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Key Findings
Overall, the content on the brands' Facebook pages were not considered to
be strongly consistent with content on the brands’ websites.
• Of the 3 sites, the Gucci Facebook page content was deemed to be the
most consistent with the content on the Gucci website
• However, participants expected that the Facebook pages would show
more featured products and collections.
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Key Findings – Task Results 1 & 2
• Tiffany achieved the highest task success rate overall (achieving over 90% on
both tasks)
• The other 2 sites did not adequately support the tasks due to participants
experiencing difficulties finding key information, including:
• Missing search or search not returning expected results
• Hidden product information
• Hidden store locator options
Brand Task 1: Find a Item
of Jewellery
Success Rate
Task 2: Locate a Store
Success Rate
Tiffany 91% 98%
Gucci 74% 74%
Cartier 55% 75%
Task 1 & 2 Success Rates
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Key Findings – Brand Perception
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Changes (pre- & post-study) towards luxury brand perception
Overall, lower ratings were given post-study for the positive attributes: “Luxury”, ‘High quality”,
“Good value”, and “Safe”.
Positive
attributes
Tiffany
%
Change
Cartier
%
Change
Gucci
%
Change
Luxury 71% (pre) 56% (post) -21 84% (pre) 66% (post) -18 54% (pre) 57% (post) 3
Sophisticated 44% (pre) 58% (post) 14 52% (pre) 43% (post) -9 50% (pre) 50% (post) 0
High quality 65% (pre) 51% (post) -14 75% (pre) 66% (post) -9 57% (pre) 48% (post) -9
Good value 9% (pre) 26% (post) 17 18% (pre) 11% (post) -7 15% (pre) 11% (post) -4
Inspiring 26% (pre) 30% (post) 4 34% (pre) 34% (post) 0 33% (pre) 39% (post) 6
Engaging 12% (pre) 30% (post) 18 27% (pre) 18% (post) -9 28% (pre) 28% (post) 0
Safe 14% (pre) 16% (post) 2 11% (pre) 5% (post) -6 7% (pre) 2% (post) -5
Exciting 26% (pre) 26% (post) 0 34% (pre) 36% (post) 2 48% (pre) 41% (post) -7

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Strongly AgreeStrongly Disagree
Consistency of brands’ Facebook content with brands’ website
content
Key Findings – Consistency of Content
The brands’ Facebook content was not considered to be strongly consistent with the content
shown on the brands’ websites.
How strongly do you agree or disagree with this statement?: ‘The content on the
<brand> Facebook page is consistent with the content on the <brand> website’
Brand 1 2 3 4 5 6 7 Total Mean
score
Gucci 0% (0) 0% (0) 9% (4) 11% (5) 13% (6) 37% (17) 30% (14) 46 5.7
Cartier 0% (0) 0% (0) 9% (4) 20% (9) 23% (10) 25% (11) 23% (10) 44 5.3
Tiffany 2% (1) 0% (0) 5% (2) 14% (6) 35% (15) 28% (12) 16% (7) 43 5.3

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Extremely LikelyExtremely Unlikely
0 1 2 3 4 5 6 7 8 9 10 Total NPS
Gucci 11% (5) 0% (0) 4% (2) 2% (1) 2% (1) 7% (3) 11% (5) 11% (5) 11% (5) 17% (8) 24% (11) 46 4%
Tiffany 2% (1) 7% (3) 2% (1) 5% (2) 0% (0) 12% (5) 7% (3) 5% (2) 33% (14) 14% (6) 14% (6) 43 -7%
Cartier 11% (5) 2% (1) 5% (2) 2% (1) 5% (2) 14% (6) 9% (4) 11% (5) 14% (6) 11% (5) 16% (7) 44 -20%
Of the 3 luxury brands, the Gucci Facebook page was the only site that achieved a positive Net Promoter
Score.
Gucci NPS score 4%
(‘Promoters’ – ‘Detractors’)
Tiffany NPS score -7%
(‘Promoters’ – ‘Detractors’)
Cartier NPS score -20%
(‘Promoters’ – ‘Detractors’)
Likelihood to ‘like’ brands’ Facebook page (NPS)
Key Findings - NPS

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Of the 3 luxury brands, the Tiffany website was the only site that achieved a positive NPS.
Tiffany NPS score 7%
(‘Promoters’ – ‘Detractors’)
Gucci NPS score 0%
(‘Promoters’ – ‘Detractors’)
Cartier NPS score -42%
(‘Promoters’ – ‘Detractors’)
Extremely LikelyExtremely Unlikely
0 1 2 3 4 5 6 7 8 9 10 Total NPS
Tiffany 0% (0) 0% (0) 0% (0) 0% (0) 0% (0) 19% (8) 7% (3) 2% (1) 38% (16) 12% (5) 21% (9) 42 7%
Gucci 3% (1) 3% (1) 3% (1) 0% (0) 6% (2) 15% (5) 9% (3) 15% (5) 9% (3) 29% (10) 9% (3) 34 0%
Cartier 6% (2) 6% (2) 9% (3) 0% (0) 6% (2) 27% (9) 6% (2) 3% (1) 18% (6) 3% (1) 15% (5) 33 -42%
Likelihood to recommend a brands’ website (NPS)
Key Findings - NPS

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6.1
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6.1
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4
5.4
5.5
4.8
5.1
5.7
5.9
5.6
-1 1 3 5 7
Navigation
Content
Look & Feel
Layout
Gucci
Cartier
Tiffany
Mean score
Tiffany achieved the highest and most consistent mean score across all the site performance
metrics.
Cartier achieved the lowest overall site performance scores.
Key Findings – Overall Site Performance
(Layout, Look & Feel, Content, Navigation)

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Detailed Findings
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Understanding the Data
Task Success – A task is considered successful if the participant indicated that they had
correctly completed a task while on a page that contained the information they
were instructed to find or was otherwise marked as a valid, successful page.
Non-Success
Error – A task is counted as an “Error” if the participant indicated that they had
correctly completed a task while on a page that did not contain the information
they were instructed to find or was not otherwise marked as a valid, successful
page.
Abandon - A task was marked as “Abandon” if the participant ends the task prior to
completing it.
Clickstream Data – In this report, a reduced click stream summary is presented for each
task. Some results are based on deep analysis of the full clickstreams, hence, not
shown graphically.
Note: In cases of low Abandon ratios, open-ended comments were not shown.
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Task 1: Validated Results Metrics (Find an item)
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• Task 1 success varied between the 3 sites.
• Tiffany (91%)
• Gucci (74%)
• Cartier (55%)
Brand Mean task completion time (minutes) Mean number of clicks
Tiffany 2:04 9
Gucci 2.18 11
Cartier 4:03 0*
Task Success Efficiency
* Mean number of clicks
not recorded on the
Cartier site due to high
level of Flash (built non-
trackable) functionality
present

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Task 1 - Behavioural Heatmaps (Tiffany)
The first 3 clicks by 60% participants visiting the Tiffany site mainly focussed on the
Jewellery link shown in the dropdown option in the top navigation (92% were successful) (1). Other
areas of interest focussed on the search option (2) and saved items (3) also accessible from the top
navigation.
(1)
(2)
(3)

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Task 1 - Behavioural Heatmaps (Gucci)
On the first 3 clicks on the Gucci site, the majority of the participants clicked on the links in the
rotating banner (1) on first click. Other areas of interest focussed on ‘Women’ (2), create account option (3) and
search option (4) in the top navigation area.
(1)
(2) (3) (4)

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Task 1 – Click Paths (Tiffany)
Highlights dominant path
* 2% insignificance removed
• 53% of participants clicked on ‘Bracelets’ category from the homepage
returned to the homepage then returned to ‘Bracelets’.
• 16% clicked on the Search from the homepage.
• 16% clicked on ‘Gifts For Her’ on the homepage.
Less dominant first clicks
Highlights optimal path
(to ‘Daisy Bracelet’ then
‘Success’)

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Task 2 Results – Validated Task Metrics (Find Store)
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Brand Mean task completion time (minutes) Mean number of clicks
Tiffany 0:54 6
Gucci 1:30 11
Cartier 1:52 0*
Task Success Efficiency
* Mean number of clicks
not recorded on the
Cartier site due to high
level of Flash (built non-
trackable) functionality
present
• Task 2 success varied between the 3 sites:
• Tiffany (98%)
• Gucci (74%)
• Cartier (75%)

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Task 2 - Behavioural Heatmaps (Tiffany)
On the first 3 clicks, the majority of the participants (98%) visiting the Tiffany site selected
the ‘Store Locations’ link (1) shown in the top navigation.
(1)

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Task 2 - Behavioural Heatmaps (Gucci)
When visiting the Gucci site to find a store, only 56% of participants selected the ‘Our
stores’ link (1) shown in the foot of the page on first 3 clicks. Interestingly, 22% participants first
selected the ‘Shop’ link (2) shown top right of the page.
(1)
(2)

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Task 2 – Click Paths (Gucci)
Highlights dominant path
* 2% insignificance removed
• 61% of participants clicked on the ‘Store Locator’ link from the
homepage’.
Highlights optimal path

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Task 3 – Behavioural Heatmaps (Facebook)
The Facebook page heatmaps (Task 3) also revealed exploratory behaviour.
(1)
Task 3: Participants demonstrated exploratory behaviour on brands’ Facebook pages. Some
participants first clicked ‘Likes’ (1), ‘Photos’ (2) and ‘Locations’ (3) sections, while others
clicked on the ‘Signup’ and ‘Login’ links (4).
(4)
(1) (2) (3)
Tiffany Gucci
Cartier

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Conclusions
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Conclusions – Lessons learnt
The findings from this study highlighted several key issues and areas that need
to be addressed for the luxury brands websites tested:
• Participants struggled with performing everyday tasks on 2 of the sites and
had problems with navigating the sites, as highlighted by the behavioural data
and the post-task feedback.
• Clear and accessible links were expected on the site homepages for
product categories, search, and store locators.
• Participants’ experiences from using the brand websites and Facebook pages
directly influenced their post-task ratings for site performance, brand
perception and NPS scores.
• Content shown on the brands’ Facebook pages were not considered strongly
consistent with the content on the brands’ websites.
• The amount of product information (e.g., product names, descriptions) for the
luxury items shown on the websites was considered to be inadequate.