“More people will access the Internet by mobile device than by desktop by 2014. When we think about launching campaigns, we think about smaller screens. In 2014, just more than 50 percent of retail sales will be influenced by the web – it’s powerful in planning multichannel campaigns. What can you do to leverage digital to convert your store?”
That’s the big question Kelly Solomon faces in strategizing and building innovative campaigns for L’Oréal Paris (USA).
Solomon, the beauty giant’s vice president of eCommerce and Multi-Channel, was a guest speaker at CEW’s first Women & Men in Beauty Series event of 2013 on March 28 at The Harmonie Club. Themed “Maximizing Mobile Moments,” guests received a great deal of industry insight.
“It’s interesting to be a brand in a mobile space. We have a large job figuring out how to really use mobile in all the ways we should. There are so many opportunities; you have to figure out where to start. Our own website is our biggest asset that represents the four beauty categories [hair color, cosmetics, hair care, and skin care] L’Oréal Paris operates in. We know that people who use our website are watching how-to videos and looking at before and after pictures. We decided our new website should be a digital platform. It was launched January 31, 2013 and is optimized on all mobile devices.”
The revolutionary digital platform, lorealparisusa.com, “combines responsive design with real time personalization to deliver an unprecedented user experience that is tailored to each individual’s unique beauty. Because you’re worth it.”
Solomon’s team knows that 60 percent of the dotcom traffic is preparing for their next in-store trip and go back to the brand’s site to validate their purchase, so an integrated consumer experience from screen to store is imperative for both the brand and its retail partners.
The digital platform allows the user to customize her look, keep up with the products and shades that she likes most, transform favorite celebrity looks and make them her own. It is optimized across every mobile device for uninterrupted access, has fresh editorial updates and advice from beauty experts. It has over 200,000 beauty profiles and answers for all of her beauty needs.
“There’s no end to the data that pours out of this site. Beauty is a 100 percent unique to the individual’s journey. That’s what the customer expects. It’s no longer good enough for us to say, ‘Here’s all of our hair color content.’ If you have blonde hair, we will only serve you blonde hair content. If we know your skin tone, you will only receive products appropriate for your skin tone,” shares Solomon. –yvette caslin
