Nick White, online advertising and projects manager at creative and media agency TTMV
Made.com
The range of photography the site offers on each product is comprehensive and clever. Not only does it show multiple angles of the product (as any good retailer should), but it features shots that provide a real sense of product size, along with lifestyle photography to build appeal with aspirational consumers.
By using small chunks of text and photos to highlight key selling points, Made.com’s approach to product descriptions is highly engaging.
Combined with background information on each designer for a personal touch, this approach is highly effective and works brilliantly as a digital ‘sales pitch’.
Thesofaandchair.co.uk
Many of the best digital experiences come from simplicity and elegance but Thesofaandchair.co.uk has opted to present a wealth of information and choice to the user very quickly, which becomes overwhelming.
Many products are customisable, but what could be an extremely engaging feature and key sales driver is complicating the website and will ultimately drive consumers away.
Luxury retailers need to stress the artisanship behind their products in order to justify the cost. But The Sofa and Chair Company does little to raise its product over and above retailers at much lower price points.
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