Premier online luxury fashion retailer adds interactive community features to its e-commerce presence

Premier online luxury fashion retailer adds interactive community features to its e-commerce presence

Net-a-Porter.com, an online luxury fashion retailer today announced the launch of Net-a-Porter Live, a new interactive shopping experience.

Net-a-Porter’s latest move to establish and grow the brand's social community offers a global snapshot of real-time consumer activity. Designed to give a global perspective on what products are popular where and with whom, Net-a-Porter Live is accessed through a live-feed ticker at the bottom of the home page and from the What's New navigation dropdown.

It provides viewers with a window into customers' browsing habits, showing what they are adding to their wish list, to their shopping bag, or sharing with friends, in real time. They can discover items through watching other users' activities and then purchase, 'like' or add to their own wish list.

Inspired by the plasma screens at the Net-a-Porter offices that show real-time purchases, Net-a-Porter Live extends to its broader community of visitors the interest and fascination that these screens generated among staff and guests since their installation three years ago. Instead of shopping in isolation online, customers can now browse and share within the online Net-a-Porter community, while retaining their anonymity and privacy. Users can take inspiration from other customers’ activity and ultimately create a dialogue exchanging recommendations and advice.

Adding the viral effect

Natalie Massenet, Net-a-Porter chairman and founder, said: “Visitors to our offices have always been drawn to our screens showing real-time purchases, and Net-a-Porter Live is essentially a modified version of this experience.

“While allowing our customers to see what items are being placed on wish lists and in shopping carts around the world, we are also giving them the ability to interact on a global scale. Seeing which items are being selected by other customers creates an excitement around certain products, and further to that, we expect that offering the ability to share these choices with others will turn into a powerful selling tool that will be unleashed worldwide. This is an incredibly exciting step forward and we cannot wait to see what unfolds."

Net-a-Porter is already highly actively engaged in dialogue with its customers through Facebook, YouTube, Twitter, Tumblr and the Net-a-Porter social hub: Fashion Fix. The launch of Net-a-Porter Live offers another opportunity for the consumer to interact and share content across the globe, inspiring and engaging others within the Net-a-Porter community.

The retailer added that Net-a-Porter Live would be the first stage in the brand's progressive plans to engage and develop their own social network.