Lancôme Dives Deep Into Digital Retail

February 2013 Integrated Solutions For Retailers

By Matt Pillar, editor in chief

Mobile, tablet-optimized sites drive 50% traffic and conversion improvements by focusing on customer engagement first, sales second.

It’s hard to argue the early success of the aggressive, yet elegant, digital retail campaign underway at Lancôme. The company, a highend banner under the $4 billion L’Oréal family of brands, has made a fool of naysayers who thought the digital realm was no place to market sensoryintensive products like high-end cosmetics and fragrances. In fact, since the recent launch of its new multifaceted digital commerce platform, Lancôme has experienced equal improvements in both site traffic and conversion rates. According to Alessio Rossi, VP of digital strategy at the high-fashion powerhouse, the improvement has been achieved through a combination of artful storytelling and scientific attention to results.