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This strategy can be transferred to the web virtual environment and is most effective when applied with a focus on the brand personality. A substantial segment of the current online luxury consumer population are busy professionals that want to enjoy the convenience of fitting online shopping within their hectic schedules. Therefore they desire a relaxed atmosphere and sound and music satisfies this need. Chanel.com again fulfils this through providing background tempo instrumental music throughout its product presentation pages. Smell is a challenging human sense to transfer to the Internet virtual environment but technological advancement has made it possible for online consumers to have a whiff of scent while shopping on the Internet. A scent-smelling software called Digiscent now makes this possible through a speaker-like device attached to a computer. Luxury brands can use this device to sell goods that rely heavily on the sense of smell such as perfumes and cosmetics. The absence of the sensory element of smell online can also be overcome through offering samples of products from the website to interested e-shoppers just as is done in offline stores. A first purchase of a scent-based product usually leads to regular future purchases as a result of an affiliation with the scent. Therefore, there is a high probability of repeat online purchases of scent-based products. Scent can also be easily recalled and affiliation with a particular scent is hardly outgrown. Usability is the backbone of a website and crafts the online experience through navigation and interactivity. It is also an essential element for a high-impact experience and can contribute substantially to a luxurious online atmosphere. Luxury consumers expect reliable and fast service and at the same time, more value to be added to their online experience through a high level of interactivity. The utilisation of easy navigational tools such as breadcrumbs, full screen mode and new window tools as well as several program choices i.e. Adobe Acrobat or Word versions of the same document not only makes the browsing experience effortless but will likely encourage the browser to click through several pages on the website. It is a surprise that several luxury brands such as Gucci, Louis Vuitton, Dior and Jimmy Choo do not provide the ecustomer---------------------------------------------------

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