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CEW Explores Strategizing In The Mobile World

By: Nancy Jeffries
Posted: April 3, 2013
CEW’s March 28, 2013

Erin Hunter, global head of CPG marketing, Facebook; and Kelly Solomon, vice president, e-commerce and multi-channel, L’Oréal Paris; Jennifer Kasper, GVP, digital media and multicultural marketing, Macy’s; shared their approaches to utilizing the online landscape to best advantage at CEW’s March 28, 2013, event.

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“Being a brand in a mobile space is interesting and we have so many opportunities,” said Solomon. “We started with our brand site, with four beauty categories. It gives consumers the ability to research products and look at videos. After an arduous process, we decided it should be a digital platform and a marketing platform, to sell products to customers both in and out of the store, as well as when they are in ‘couch mode.’

“It speaks to personalization and customization, with a digital platform that welcomes users to L’Oréal Paris, offering featured products, celebrity looks and personalization optimized across every device to be accessed everywhere. It also offers fresh editiorial updates, personalized consultations and opportunities to find your signature beauty.”

According to Solomon, the platform, which launched in January 2013, is comprehensive. “There’s no end to the data it generates, which offers a precise and richer experience.”

“One objective is to drive sales," Kasper added. "We’re in the business to drive sales. First and foremost, we’re seeing customers access mobile coupons and deals, and we’re starting to tag our ads with calls to action. We’re mindful of the fact that many millenials don’t open a newspaper, so it’s about rich media options serving customers.

“There’s a reach tool here. It has to do with ‘geo-fencing,’that is, where is the customer and what is her location. We want to communicate with the right thing for her at the right time. True to Macy’s brand, we’ve played around with augmented reality, for example, the ‘Yes, Virginia,’ animated character. We also have Bobbi Brown as part of our Backstage Pass, where customers can access Bobbi Brown videos, which have been found to enable product growth.”

The Bobbi Brown video instructs users to “prep, correct, conceal and set,” and then invites users to come to the counter to get the look they want.

Clearly, mobile devices have shifted the online landscape, with more content generated and consumed, and more commerce conducted via smartphones and tablets; and while sales are key, there is a new character to online conversations, ultimately providing the potential for broader engagement, specificity and influence.

"We’re proving that advertising on Facebook does drive in-store sales," said Hunter. "When you think about how much commerce is influenced by social commerce, we will need to continue to measure this. We did 60 studies, of which beauty was a set, and which showed that in more than half the cases, the advertiser got a return of five times or more. This shows the importance of having the right message, which should be cool and smart, to drive the store sales.”