Most luxury brands understand service better than anyone else. The most prestigious companies often spend more money on client service than on the product itself, or in some cases, even marketing.

Some brands are organized in a degree such that a client based in Moscow will enter a boutique in Paris and be automatically recognized by the the salesperson, greeted by name and invited to step into a vip area for a dedicated showcase of limited-edition products.

So why is it still so rare to see the same level of attention on service over the Internet?

With the exception of a few innovative corporate sites, the bulk of what can be found online in terms of service is limited to marketing and communication. This is a missed business opportunity to satisfy client needs and drive their attention – and their spending – towards the brand’s products.

In an ideal world, every company out there ought to provide clients with high-value solutions:
- Client-focused inventory of relevant local stores
- Mobile in-store and live inventory access
- Personalized alerts based on profile and history (e.g. marriage anniversary)
- Personalized invitations to local and in-store events
and much more.

Millions of dollars are still being spent on product design, in-store space strategy, packaging and -more importantly – one-to-many marketing. The web presents the amazing advantage to be extremely cost-effective, utility-focused, personalized and – cherry on the cake – traceable. A fraction of the investments spent on more traditional services can yield impressive results online.

Efficiency, control, risk-management, traceability and ROI. It is all there, available.

The question then is simple: what are we waiting for?