The Covid-19 pandemic has had a profound impact on the retail industry, forcing brands to pivot towards digital channels. Hapticmedia, a French ecommerce startup, has recognized this shift and specializes in supporting luxury brands with their digitalization efforts through 3D modeling and visualization solutions. In a recent interview with Hapticmedia’s CEO and co-founder, Henri Foucaud, he emphasizes the importance of adapting to the changing expectations of customers and how luxury brands can reinvent themselves in the digital age.
Foucaud points out that while physical stores and e-commerce still play a complementary role, the initial interaction with a product often occurs online through a smartphone. Therefore, it is crucial for brands to ensure that their online experience is seamless and captivating in order to retain customers. This is particularly relevant in regions like Asia, where online sales of cosmetics significantly outweigh those in physical stores.
In order to thrive in the booming e-commerce industry, luxury brands need to acknowledge the rapid changes taking place and recognize that the old ways of doing business are no longer effective. Merely showcasing dreamy images on glossy paper and offering beautifully handcrafted products are no longer sufficient to captivate customers. Luxury now involves incorporating influencers and engaging public figures to anchor brands in the real world. Additionally, e-commerce sites must evolve to cater to China’s Gen Z consumers, who are the driving force behind luxury brand growth. This entails incorporating more interactive and customizable elements into their offerings.
Hapticmedia’s solutions are instrumental in supporting the digital revolution in the fashion and beauty sectors. Brands, especially in the cosmetics industry, are increasingly seeking ways to personalize and customize their products. Hapticmedia’s technology enables brands to offer personalized presentations, engraving, and custom packaging through 3D modeling and visualization. This level of personalization fosters an emotional connection between customers and products, enhancing the overall shopping experience.
While there may be obstacles to overcome in terms of e-commerce adoption, such as concerns about delivery or the inability to physically touch or try items, Hapticmedia has solutions in place. Their Virtual Try-On technology, which utilizes augmented reality and artificial intelligence, allows consumers to virtually try products on themselves using their smartphones. This technology requires precise 3D modeling of the products beforehand.
To compensate for the lack of personalized advice and shopping experiences online, many e-commerce sites are now incorporating instant messaging systems and video-conferencing capabilities. Customers can directly contact salespeople through video conferences to receive personalized advice and assistance.
When it comes to winning over the digitally savvy Gen Z consumers, luxury brands can greatly benefit from collaborating with start-ups and embracing the latest technologies. Major luxury groups like LVMH and Richemont have established effective infrastructures and programs for working with start-ups. It is imperative for brands to adopt these new modes of engagement to avoid decline or disappearance in the highly competitive digital landscape.
Undoubtedly, the Covid-19 pandemic has accelerated the shift towards digital channels and luxury brands must adapt to meet the changing expectations of their customers. A successful online presence is paramount, and brands must embrace new technologies and modes of engagement to stay competitive. Hapticmedia’s solutions offer a way for luxury brands to personalize their products and enhance the online shopping experience, ultimately fostering a stronger connection with customers. The future of luxury retail lies in the digital realm, and brands that fail to adapt may find themselves left behind.
Useful links:
1. Hapticmedia – Official website of Hapticmedia.
2. LVMH – Official website of LVMH, a major luxury group.
