Fabergé launch pushes online luxury boundaries
Fabergé, the iconic jeweller, has created faberge.com, to bring the qualities of its luxury brand to the web with a new online service. IBM provided business consulting and creative design services to help Fabergé define a new interactive approach and develop technologies that support a selling model for high-value luxury goods on the internet.
Fabergé, the iconic jeweller, has created faberge.com, to bring the qualities of its luxury brand to the web with a new online service.
IBM provided business consulting and creative design services to help Fabergé define a new interactive approach and develop technologies that support a selling model for high-value luxury goods on the internet.
The new Fabergé online experience is central to the brand's revitalised business model and global re-launch, placing the internet at the heart of the business and making it the central resource for clients exploring and interacting with the jeweller. Fabergé aims to redefine the conventional online shopping model by making it truly interactive and providing each client with a real life personal sales advisor.
New technology developed by IBM allows the expert sales advisors, accessible 24 hours a day and seven days a week, to provide one-to-one advice and guidance in real-time by live conversation text, telephone or video consultation. The sales advisor can also guide clients securely through the interactive world of Fabergé via the client's own screen. As the relationship develops, sales advisors can place new or alternative products directly onto the clients screen based on personal preferences and interests. The jewellery can be explored from every angle in minute detail on-line.
Fabergé chief executive, Mark Dunhill commented: "Other retailers have adapted to the way we are told the online shopping experience has to work. We wanted to turn this approach on its head by adapting the internet to meet our clients' needs. When we started on this journey we realised we were setting IBM an enormous challenge. In fact we felt we might be asking them to do the impossible, however they achieved everything we wanted of them."
IBM will host and support the new Fabergé online service site as the brand and online distribution model evolves. And the vendor's technology has provided Fabergé with a powerful platform created to allow the interactive model to continue developing and include further capabilities. These include the ability to involve other parties in the on-line interaction and ensure the collection can be constantly refreshed with new pieces.