CASE STUDY - ForeSee · customer experience analytics case study l’orÉal paris delivers a...
Transcript of CASE STUDY - ForeSee · customer experience analytics case study l’orÉal paris delivers a...
W W W. F O R E S E E . C O M ► C U S T O M E R E X P E R I E N C E A N A L Y T I C S
CASE STUDY
WEB EXPERIENCE FOR CONSUMERS
LEARNING WHAT MATTERS TO SITE VISITORSL’Oréal Paris is the number one total beauty
brand in the world that combines the latest
technology with the highest in quality for the
ultimate in luxury beauty at mass. Its trusted
offerings include hair color, cosmetics,
hair care and skin care products. While
merchandise is sold through retailers, the
company’s website (www.lorealparisusa.com)
is the home for consumer education
and inspiration.
“We want to connect with the consumer in
order to help her find the right products and
routines to meet her unique beauty needs,”
says Annamarie Bermundo, assistant vice
president of digital and CRM platforms for
L’Oréal Paris. “The website is core to our
strategy of providing personalization and
service beyond our products.”
Because of the web’s strategic importance,
prior to starting the build and development
of the new lorealparisusa.com, the
company engaged ForeSee to measure
and analyze the web experience from the
perspective of L’Oréal’s visitors, to identify
areas of improvement and assign priority
based on importance to the total visitor
experience. Data revealed that the site
wasn’t meeting customers’ needs in a
number of key areas.
“We learned that our website, while strong
at highlighting our key products and new
launches, wasn’t necessarily connecting us
with the consumer at a deeper level and
driving engagement,” says Bermundo.
“Even though we had a strong suite of
consultation tools across hair color, skin care
and cosmetics, they were hard to find.”
Based on these insights from ForeSee, the
company determined that making changes
to site navigation, product browsing, and
search functionality would have the biggest
impact on site visitor satisfaction.
“Being able to measure how satisfied consumers were with the old site and seeing the progression and lift in our satisfaction scores has been invaluable.”
ANNAMARIE BERMUNDOASSISTANT VP OF DIGITAL AND CRM PLATFORMSL’ORÉAL PARIS
L’ORÉAL PARISDELIVERS A
Beautiful
W W W. F O R E S E E . C O M ► C U S T O M E R E X P E R I E N C E A N A L Y T I C S
CASE STUDY ►L’ORÉAL PARIS DELIVERS A BEAUTIFUL WEB EXPERIENCE FOR CONSUMERS
ABOUT FORESEEForeSee, an Answers solution, continuously measures satisfaction with the customer experience across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit us at www.foresee.com for customer experience solutions.
CONTACT FORESEETo learn how we can help you gain comprehensive insights into the impact and value of your customer experience, please contact us at 800-621-2850 or [email protected]
FS-1227-814
TRANSFORMING INSIGHTS INTO RESULTS“Overall, we’ve seen an amazing 20
percent increase in satisfaction,” reports
Bermundo. Navigation has improved
nearly 10 percent and searchability has
improved eight percent. Bermundo says,
“Being able to measure how satisfied
consumers were with the old site and
seeing the progression and lift in our
satisfaction scores has been invaluable
as it shows actual impact of the redesign
project and helps us justify investment.”
How long visitors choose to engage with the
site is an important key performance indicator
for L’Oréal Paris. Because of improvements
to the site navigation and product browse
features, time on site has risen by as much as
20 percent and repeat visits per month have
doubled. Use of “onsite consultations,” an
interactive personalization and engagement
tool, has increased tenfold.
Says Alex Uher, director of CRM and
analytics for L’Oréal Paris, “Site opt-in
registration is also up by nearly 75 percent.”
Based on insights gathered from ForeSee
data, L’Oréal Paris dramatically simplified
the sign-up process. “The simplification of
the sign-up process has unlocked marketing
opportunities. Now we can use targeted
email to reach out to consumers with
targeted offers instead of just spending
money on digital media and hoping people
will come back to our site. We can track
changes in behavior based on demographics
as well as create demographic profiles by
brand and categories.”
UNDERSTANDING BUSINESS DRIVERSL’Oréal Paris also asked ForeSee to measure
the post-website-visit experience to
help them understand the actions their
customers take several days after visiting
the brand’s site. “We were surprised to
learn a significant percent of visitors actually
purchased product in store within seven
days of visiting the website, highlighting
the role and importance of owned digital
properties at driving sales lift, “says
Bermundo. “Associating impact of digital
on path to purchase can be very difficult
for brands without e-commerce or retail
locations. ForeSee has become an important
part of how we tie back site engagement to
sales.”
Says Bermundo, “Using ForeSee, we’re
constantly optimizing our site and
monitoring the pulse of consumers. If we
notice a dip in our satisfaction scores, we
need to look at that. It’s our barometer for
our monthly management calls. Going into
a meeting with a gut feeling about what’s
happening holds no weight. It’s great to
have the ForeSee data to fall back on.”
20% 10% 20% 75% INSIGHTS INFORMED
SITE IMPROVEMENTS
THAT RESULTED IN: increase inonline customer satisfaction
increase insatisfactionwith navigation
increase intime on site
increase in opt-inregistrations