Online luxury shopping by Georgios Papalexis, CEO Zolotas. The Presentation was held on 21th November 2013 at the "E-Commerce Forum 2020 - The Way to Excellence" in Athens/Greece. The Conference was organized by neoecommerce.gr and Direction Publishing S.A.

1. Georges Papalexis
CEO ZOLOTAS
ONLINE LUXURY SHOPPING

2. ONLINE LUXURY SHOPPING
“Reinvent your brand story into a digital experience to
create strong emotions and desires to the e-world.”

3. • An e-shop is open 365 days/year, 24/7 worldwide.
Isn't that already a luxury service?
• An accessible channel to discover inaccessible
products.
• Up to 90% of high-income internet users regularly
shop online.
• Executives estimate that in the next 3 years e-
commerce will represent more than 10% of total
sales for luxury brands.
• The internet is the number one source of
information for luxury products.
WHY SHOULD A LUXURY BRAND SELL ONLINE?

4. • Buy online 84.000 dollars diamond bracelet !
WHY SHOULD A LUXURY BRAND SELL ONLINE?

5. • Other online sources already provide information,
prices, discussions and shopping opportunities for
luxury branded products. Ebay example
WHY A LUXURY BRAND SHOULD SELL ONLINE?

6. • Build brand awareness digitally.
• Serve your existing clientele with a new offer and a
better service.
• No frontiers. Make new customers from all over the
world.
• Increase traffic to stores.
• Increase sales.
• But most importantly, tell your story online.
WHY A LUXURY BRAND SHOULD SELL ONLINE?

7. • Keep your brand identity at all levels and
communicate your story, know how and excellence
with a dreamy way.
• Make it a shopping experience. Ensure a very good
programming and functionality of website. Give
emphasis to soft story telling animation.
• Remember luxury clients are spoiled and they will be
disappointed with any dysfunctional problem that
occurs on your website.
HOW DOES A LUXURY BRAND SHOULD SELL ONLINE

8. • Have accurate and detailed information on the
products. The higher the price, the more info you
need to have.
HOW DOES A LUXURY BRAND SHOULD SALE ONLINE

9. • Work hard on the presentation of your content , your
product pictures have to be presented with a crystal clear
effect showed in most different angles and reflect real
colors.
• Develop custom made options it’s a luxury rule.
HOW DOES A LUXURY BRAND SHOULD SALE ONLINE

10. • Deliver perfect product. Quality & preparation
control.
• Provide excellent service (choose the right sale
executive behind the screen, give free shipping,
Make sure your clients are satisfied, provide extra
free services, gifts, engravings , custom made)
HOW DOES A LUXURY BRAND SELL ONLINE

11. • Surprise your clients (with gifts or extra services…)
• Offer exceptional packaging ( guarantee of
authenticity).
• The jewelry case ( Stock – Customs – Insurance)
• Gain your clients’ trust - Make no mistake.
HOW DOES A LUXURY BRAND SELL ONLINE

12. • Domain name management & research.
• Very well build SEO for brand names and branded
products or collections( start working your seo well
in advance). Have Experts do it.
HOW A LUXURY BRAND SHOULD
COMMUNICATE ONLINE

13. • Selective management on Social Media ( use
facebook with a certain limit - youtube – instagram-
the twitter case).
HOW A LUXURY BRAND SHOULD
COMMUNICATE ONLINE

14. • Strong graphic design according to brand’ s identity ,
images and codes communicate the message and
heritage of the brand.
• Direct marketing – news letters - have something to
say except promoting your products.
• Advertisement – choose the right websites ( lifestyle
& fashion magazines, financial news, private online
communities) .
• Affiliate marketing . Make a selective strategy.
• Create an exclusive online platform for your
customers. Example: Preview of the new collection.
HOW A LUXURY BRAND SHOULD
COMMUNICATE ONLINE

15. • From 1895 to online selling … Evolving through time
with excellence.
• An international jewelry Display & a passport for new
markets.
• Present our Heritage -Ambassadors of Greek jewelry
• Create more traffic to our stores.
• Increase sales.
• Amaze our existing clientele and seduce a new one.
ZOLOTAS ONLINE