By Rob Garf
I had the pleasure of sharing the stage with our client, Alessio Rossi, VP of Interactive and E-Business for Lancôme, at the Internet Retailing Conference 2013 in London.
Our topic focused on the changing face of retail, Lancôme’s omni-channel strategy and how the cosmetics icon has put the consumer at the center of everything it does.
Alessio talked about how building personal relationships with consumers and reinforcing the brand experience through multiple touch points, is crucial to the overall success of an organization. The customer is the focus and that requires relevant and personalized content, service and offers throughout her shopping experience.
Lancôme researched how and when the consumer interacts digitally with the brand throughout the day.
This is what they discovered:
- Breakfast: She conducts research in preparation for shopping. She uses her phone as she scrambles to get out of the house. Clearly that product, social and deal information – formatted for a small device – was essential to effectively engage the consumer.
- Office Time: She further investigates products and begins to shop. In addition to her phone, she uses a traditional computer with a larger form factor while she sits at her desk. To consummate the sale in the virtual world, m-commerce plays a critical role. To drive her into a physical store – branded and retailer locations – functionality like store locator and geo-fencing become a priority.
- Kids in Bed: She seeks service and wants to share her experience with friends, family and colleagues. The research showed that she uses a tablet at the highest rate of the day. In response to her needs, Lancôme provides access to features like chat, review and editorial. Its investment in responsive design enables the global brand to simplify navigation and usability based tablet specifications.
Lancôme’s connected customers receive consistent brand interactions through Lancôme’s new mobile and tablet experiences, designed to enhance the overall shopping experience and bring relevant and compelling content wherever they are.
As I pointed out in my Shop.org blog, the consumer’s journey, and the need for personalization, is top of mind with retailers. Retailers aspire to better understand consumer behavior, profiles and preferences throughout each stage of their shopping journey. Lancôme has put this at the forefront of its omni-channel strategy.