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Digital Doing better websites editorial or diagnostic tools, and make n n n brands need to try very hard to get innovative recommendations in an email based on sure that there is a way to purchase the website has a quiz and L’Oréal will send that onto a website or e-commerce platform, recommended items from that content on this quiz.” with tools like virtual make-overs, and site,” says Shen. Beauty is very discovery oriented, so recreate that in-store experience,” says Prati. brands need to sharpen those tools that In short, a good website should seek to Singling out service help consumers explore products. “That integrate everything that helps consumers fnd Good customer services, such as gift in-store experience, where you are looking what they want, helps them feel comfortable wrapping, live chat and store information at a product and you can try it on and see that the product on the screen will fulfll their can also make e-commerce sites stand out. if it matches your skin, is a very valuable need, and provides content that keeps them Innovative websites highlight connections experience for purchasing in-store. To transfer coming back. n with brick-and-mortar stores. For example, L’Occitane’s website integrates local store information and store product availability, a strategy that guides customers to the nearest Case studies: websites that work store as an alternative to the e-commerce site, Lancôme’s customer service push says Prati. Last holiday season, Lancôme introduced an innovative e-gifting option for gifts that could be exchanged. The brand is also strong “ responses to user questions. Live Chat is also in consumer support, where it crowdsources There needs to be a greater available. “Live Chat does not directly tie back marriage between content to ROI, but it adds to the customer experience online that will give consumers confdence to and anything that is part of buy and encourage them to come back,” says guided selling. Everything L2 analyst Jenny Shen. on the site should be geared towards helping consumers discover products and Clinique’s customized navigation Estée Lauder-owned brand Clinique’s in-house pushing them down the platform has allowed the brand to create a purchase funnel customized navigation experience that makes the brand a digital leader in the beauty category, says L2. The platform has enabled Clinique to implement ” navigation elements that support its signature diagnostic tool and three-step system. Clinique has L2 analyst Jenny Shen also implemented other advanced search features and guided selling tools, including the ability to flter by color family and skin type, according to L2. There are plenty of opportunities for brands to improve their online businesses. “Personalization is one of the biggest Indie Lee and lifestyle content opportunities, as e-commerce is getting more The Indie Lee brand has a strong focus on sophisticated—the ability to personalize the content that reinforces its lifestyle vision and brand experience based on visitor profle, natural-product positioning. “We have found whether they are new visitors to the site, great success in our blog content, where we previous visitors or returning visitors, and share insight on healthy living, DIY skincare to tailor the site experience for different recipes, and natural beauty advice. Our constant customer segments; there is a lot of curation of content helps our brand stay top-of- opportunity for beauty brands in this area,” mind with our customers, bloggers and industry says Shen. “Some brands are doing this professionals,” says founder Indie Lee. well. For example in the US, the L’Oréal Paris 80 November-December 2015 - N°24 - BW Confidential