It is worth noting that Swarovski offers a similar purchasing experience on all its websites across its more than 15 markets. Although those sites are not systematically translated into the local languages, there seems to be a great deal of centralization that can only help Swarovski successfully deliver its branding at every contact point with the customer. In many markets, the language issue may obviously be a physical barrier and perceived negatively, as a lack of local sensitivity.

Contrary to the shopping experience, the visitor is asked for personal and password information to send an e-card. This kind of requirement defeats the purpose of e-cards and other enjoyable marketing features that could otherwise greatly benefit the brand. Moreover, Swarovski's registration page is largely occupied by a 250-word long legal notice that is unpleasant and intimidating.

Besides the e-cards and the press area, the site provides features such as an active forum where enthusiasts can exchange ideas and provide feedback, such as design suggestions. The server abounds with pictures covering all facets of Swarovski's creations, and some absolutely gorgeous images can be enjoyed in a slideshow format.

In terms of a browsing experience, all these features amount to about 19 submenu buttons in the main navigation menu. It’s a lot, considering the short attention span of Internet visitors.