ADDRESSABILITY:
The RM staff does a great job of responding quickly to consumer comments or concerns. I purchased a bag with a coupon I purchase through another website. The staff was well educated on the coupon and how to make the transaction easy and painless. They returned my phone calls and I was able to get the back I wanted.
INTERACTIVITY/ACCESSIBILITY:
The fact that the RM staff is reliable and responds to their customers is also important in the aspect of Interactivity. More important are the types of outlets RM uses to reach her consumers. One of the outlets she uses that I think really helps her consumer connect to her is Instagram. She posts pictures of her baby boy Luca, her friends, people coming into her studio, and her merchandise. As a consumer you really feel connected to her world and you believe that she wants to share the RM lifestyle with her fans. below are some pictures she has recently uploaded of her son, the RM sample sale, and some merchandise:
Rebecca Minkoff also does a great job of connecting to her fans on
Facebook and twitter, linking her uploaded pictures to these social
media outlets as well. Rebecca Minkoff's website is also very
interactive with her consumer. She has videos of models wearing her
merchandise and her fashion shows from the past year, she has press that
she was featured in, and she has the ability of her consumer to look
and see which celebrities are wearing her designs.
"Engaging my consumers has always been very important to me and videos are a great way to do that" -Rebecca Minkoff, luxurydaily.com
Here is the most
recent video that has been featured:
Rebecca Minkoff also features 3 blogs on her website which are Minkett, Inspirations, and Love Notes. This is a great way for fans to see what inspires the creative mind behind the collections that they love. The RM website is easy to access from a smartphone, which makes the shopping experience easy and not stressful
MEMORY:
The Rebecca Minkoff website does have a decent amount of memory. If you add an item into your basket and then leave the webpage and come back later, that item will still be in your cart, without you having to sign into the website. A customer can log into the website and get e-mail updates, but you are not forced to the second you enter the site. I think its refreshing that the RM website lets the consumer chose if they want to create an account instead of getting hounded into doing so.
CONTROL:
As soon as you enter the RM website there is a huge picture with a banner up top reading there is a 15% sale on selected items for mothers day. The picture is bright and and entices the consumer to click on it and check out the sale. The Rebecca Minkoff team does a good job at making the homepage sleek with a big picture or video linking to a page that they want you to visit.
DIGITIZATION:
In my opinion, the images posted online, at least for the leather handbags, don't do the bags justice. I saw a bag online that I liked, and when I saw it in person I fell in love. The online images don't show how amazing the leather is that is used to make these unique handbags. The pictures make the bags look less expensive than they are as well, meaning that the materials look cheap when in fact Rebecca Minkoff uses amazing leathers. The RM website doesn't give very good views of the handbags either. It is hard to get a feel of how the bag will look on an actual body (where it will hang and how big it is) just from viewing the website. In the past if I have seen a RM bag on her website that I like, I try to find it on another website in order to get a better idea of how it will look in person. This is a big flaw in the Rebecca Minkoff website. The process of buying an item on the Rebecca Minkoff website is easy and dependable. They e-mail you with your confirmation number and if you have any questions on your purchase it is easy to reach them via e-mail or telephone.
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