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The Changing Way Consumers Shop Online for Cosmetics

By: Ross Glick and Judy Shulman Brown
Posted: January 20, 2011, from the January 2011 issue of GCI Magazine.

page 7 of 8

Shulman Brown: For Laura Mercier, we looked at the numbers in order to understand the business and what needed to change, and then began an intense re-architecting of the site in trying to achieve the perfect balance of content (the rich experience) and commerce (the functionality). As always there are legacy systems in place that restrict changes, and, in this case we, had an incredibly short timeframe, which limited some of the content and functionality development. But we were able to redefine the user experience and redesign the key shopping elements in order to improve initial customer engagement and increase conversion rates.

Glick: I would add that much of our work was about really enhancing the user experience for Laura Mercier customers—both aesthetically and functionally. We also engaged a social media activation strategy to unify their digital marketing and traditional marketing program.

Q: What do you see as the future of beauty brands and experience commerce?

Shulman Brown: I’m so excited to see how mobile commerce progresses. I think we’re headed for easy breezy one-click shopping or a simple scan to purchase. Maybe next, we’ll receive real-time promotions for stores right as we’re passing by.

Glick: Mobile itself; the concept of mobile is now changing. Mobile really means just various devices where you can access things on the go. For mobile to be successful, it all comes back to the center objective for any good online marketing campaign. Marketers must ask, "what is the experience we want our customers to have? What is the messaging, and how much of it’s brand-centric versus product-driven messaging—or is it something that intertwines the two?"