Luxury brands remain behind the times in e-commerce game

L2 Thinktank found online beauty sites to be one of the worst at driving customers to bricks and mortar stores

Luxury brands are lagging behind when it comes to using digital to influence in-store purchases, according to the latest report from digital market analyst L2 Thinktank.

L2 gave beauty brands a score of only 2.4 out of 10 for the ability of their sites to drive customers to bricks and mortar stores - the lowest score of any sector featured. Other sectors included department store, home, watches and jewellery, apparel, footwear and beauty.

“Overall, the iconic luxury brands in the study lagged considerably when it comes to using digital to influence in-store purchases,” said L2. For many luxury brands, said the analyst, the deficit stems from outsourcing e-commerce to a third-party vendor, which can lead to the inability to provide basic services such as “buy online, return in-store” - an option offered by 75% of brands in the study.

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