Marcas de luxo na web: interação com o consumidor no ambiente virtual

This article focuses on the ways that luxury companies found so far to recreate in the virtual world the personal interactivity between client‐salesperson which happens in the physical stores. The objective is to understand how luxury brands are interacting through their main homepage. The personalized online interaction experience is one more touch point that the companies can have with their customers in the value co‐creation process of luxury brands, which can be an advantage in the market. For that, it was done a qualitative research in 148 luxury brands websites that belongs to the biggest luxury conglomerates in the world, to identify the techniques most common used to promote interaction. The results revealed that the most used tools are: (1) possibility of registering to receive newsletters (75%), (2) possibility for the consumer send an e‐mail through the website (69%) and (3) links to social networks (63%). Moreover, even though only 41% of the websites researched are also e‐commerce websites, it was possible to notice that the need to create interactivity solutions with the costumers rises when the company also decides to sell online.