At Ecrubox HQ, the virtual water-cooler often indulges in a debate about last nights streaming. Disney, Max and Apple are favourites but so many more of us ALSO have Netflix. Explore how the lifestyle and luxury e-commerce brands we work with learn from Netflix's battle plan for attention and conversion:
Key Insights:
1. Personalisation is King 
YAWN, we know but it’s not just a fad, it’s the future of commerce. Netflix uses advanced algorithms and your feedback to tailor content to individual tastes. Luxury brands can do the same on a small but meaningful level with personalised quizzes and AI-driven recommendations to enhance shopping experiences. The impact of our work with a famous haircare brand in the realm of personalised, quiz-based recommendations has seen incredible ROI. Just as on Netflix, sometimes choice overwhelms, even if you’re a fan of the platform already. #GuideThem
YAWN, we know but it’s not just a fad, it’s the future of commerce. Netflix uses advanced algorithms and your feedback to tailor content to individual tastes. Luxury brands can do the same on a small but meaningful level with personalised quizzes and AI-driven recommendations to enhance shopping experiences. The impact of our work with a famous haircare brand in the realm of personalised, quiz-based recommendations has seen incredible ROI. Just as on Netflix, sometimes choice overwhelms, even if you’re a fan of the platform already. #GuideThem
2. Seamless Omnichannel Experience 
Netflix ensures a consistent viewing experience across all devices. Luxury brands must integrate online and offline experiences to meet consumer expectations and that mix is only rising in importance. Some of our start-ups are now taking to the High Street for the first time (and doing exceedingly well) but the vibe, storytelling and experience MUST exist equally and recognisably no matter if you’re clicking or walking into these stores. #KeepThem
Netflix ensures a consistent viewing experience across all devices. Luxury brands must integrate online and offline experiences to meet consumer expectations and that mix is only rising in importance. Some of our start-ups are now taking to the High Street for the first time (and doing exceedingly well) but the vibe, storytelling and experience MUST exist equally and recognisably no matter if you’re clicking or walking into these stores. #KeepThem
3. Bold Content and Storytelling 
Netflix isn't afraid of controversy, sparking debates with their in-house content. So much so that of the giants in streaming, they might be now considered the most likely to split an audience right down the middle. “Love it or hate it” is a fine mission statement. Luxury brands must also address significant topics where their values align. Universal approval is simply not as strong as stating a case and engaging deeply.#DivideThem
Netflix isn't afraid of controversy, sparking debates with their in-house content. So much so that of the giants in streaming, they might be now considered the most likely to split an audience right down the middle. “Love it or hate it” is a fine mission statement. Luxury brands must also address significant topics where their values align. Universal approval is simply not as strong as stating a case and engaging deeply.#DivideThem
4. Resilience in Tough Times 
Just as a comforting movie offers stability, luxury items provide a sense of security and pleasure during uncertain times. The cost of excellence in e-commerce is nevertheless a little complex. Despite the lower costs to develop core systems, consumer expectations for the online shopping experience have increased. This includes high-quality visuals, virtual try-ons, augmented reality (AR) features, and exceptional customer service. We need emotional resonance, no matter the quality of the production.#HoldThem
Just as a comforting movie offers stability, luxury items provide a sense of security and pleasure during uncertain times. The cost of excellence in e-commerce is nevertheless a little complex. Despite the lower costs to develop core systems, consumer expectations for the online shopping experience have increased. This includes high-quality visuals, virtual try-ons, augmented reality (AR) features, and exceptional customer service. We need emotional resonance, no matter the quality of the production.#HoldThem
5. Exclusivity 
"Stranger Things," and "The Crown" helped Netflix to retain subscribers by offering exclusive, must-see shows that couldn't be found elsewhere. The luxury e-commerce world needs to think about this. There are decisions to be made about selling direct and working with Amazon but in most cases luxury thrives when your website remains the SOLE destination for certain editions. #TreatThem
"Stranger Things," and "The Crown" helped Netflix to retain subscribers by offering exclusive, must-see shows that couldn't be found elsewhere. The luxury e-commerce world needs to think about this. There are decisions to be made about selling direct and working with Amazon but in most cases luxury thrives when your website remains the SOLE destination for certain editions. #TreatThem
Why Startups Struggle to Netflix Themselves:
- Limited Resources: Lack of data and tools hampers personalisation. It's not your focus yet.
- Psychological Insight: Understanding consumer behaviour is crucial but challenging. You're still learning.
- Brand Identity: Building a strong identity takes time and expertise.It's a rare skill.
Our Role in Making Magic 
At Ecrubox, we use data-driven strategies, psychological insights, and compelling storytelling to help these brands thrive. Every click should bring you to a hero. Every conversion should be driven with an emotional twist. Netflix’s brand success is rooted in offering more than just content; it provides an immersive, personalised, and high-quality experience. We mirror that expectation through development.
The Final Cut:
Something we’re exploring from our study of the Netflix Effect is the nature of group shopping. How often do we enjoy Netflix content together? More often than not. What can Luxury e-commerce take from this? Watch this space for our thoughts on multi-person-ecommerce. 