Georges Papalexis, CEO of Zolotas, emphasizes the importance of luxury brands selling online to enhance brand awareness, reach global clients, and provide a superior shopping experience. He highlights key strategies for online success, including superior product presentation, excellent customer service, and effective digital communication. The document outlines how luxury brands can maintain their identity while adapting to the e-commerce marketplace to meet the demands of high-income customers.

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