The American beauty conglomerate Estée Lauder is planning to revamp the online shopping experience
for consumers to offer them a new and seamless way to shop.
The firm manufactures some of the biggest brands in the
beauty industry. Some of them are Mac Cosmetics, Jo Malone, Origins and Le Labo.
It said that customers are missing social interaction and the personalisation
of the in-store experience. Hence, it is trying to recreate this online.
Indeed, just recently, Clinique, one of its brands,
launched an e-shopping website in the UK. This allows clients to video chat
with consultants, try on products using augmented
reality technology and purchase items according to their preferences, skin
type and personalised recommendations. Moreover, a new feature will soon allow
friends in different locations to shop together online, customise their
storefront and control the entire digital operation themselves. It is expected
that other brands will follow Clinique.
Nicky De Simone, the regional director of enterprise
marketing and transformation at Estée
Lauder Companies advanced that they decided to undertake this
transformation because, “One of the things shoppers love about going to the
store is that social connectivity. As much as we have pivoted digitally, we
were still losing the customer along the way”.
New technologies are being used by Estée Lauder © Royalty-free image
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