IBM and Faberge Push the Boundaries of the On-line Luxury Experience

Putting the Internet at the Heart of a High-End Brand.

ARMONK, N.Y. - IBM (NYSE: IBM) and Faberge, the iconic jeweller, have created faberge.com, an innovative on-line service that brings the unique qualities of a luxury brand to the web. IBM provided business consulting and creative design services to help Faberge define a new interactive approach and develop technologies that support a selling model for high-value luxury goods on the internet.

The new Faberge on-line experience places the internet at the heart of the business, making it the central resource for clients exploring and interacting with the jeweller. This smart approach is central to Faberge’s revitalised business model and global re-launch. Faberge aims to redefine the conventional on-line shopping model by making it truly interactive and providing each client with a real life personal sales advisor. This level of human interaction is normally only found in a traditional high-end boutique and sets Faberge apart from other luxury brands.

New technology developed by IBM allows the expert sales advisors, accessible 24 hours a day, seven days a week, to provide one-to-one advice and guidance in real-time by live conversation text, telephone or video consultation. The sales advisor can also guide clients securely through the interactive world of Faberge via the clients own screen. As the relationship develops, sales advisors can place new or alternative products directly onto the clients screen based on personal preferences and interests. The jewellery can be explored from every angle in minute detail on-line.

Faberge’s CEO Mark Dunhill comments: “Other retailers have adapted to the way we are told the online shopping experience has to work. We wanted to turn this approach on its head by adapting the internet to meet our clients’ needs. When we started on this journey we realised we were setting IBM an enormous challenge. In fact we felt we might be asking them to do the impossible, however they achieved everything we wanted of them.”

“Being part of this project is the latest step in a long history of IBM innovation,” said Martin Guillaume, Partner, IBM Global Business Services. “Faberge was looking for a company that had design and technology capabilities combined with smart thinking to ensure it created something that was innovative and would support the continued growth of the business.”

IBM fielded a globally integrated team to ensure it utilised the global breadth and depth of its consulting and technology experience while exploring the latest innovations in on-line design and development.

IBM will host and support the new Faberge on-line service site as the brand and online distribution model evolves. IBM has provided Faberge with a powerful platform created to allow the interactive model to continue developing and include further capabilities. These include the ability to involve other parties in the on-line interaction and ensure the collection can be constantly refreshed with new pieces.