Lancôme ups focus on better digital shopping experience with new online platform
Thanks to enriched product data from Edgecase, the platform will make it easier for product discovery making the shopping experience more relevant.
Lancôme’s has been busy making a number of investments recently in personalizing the digital customer experience, and this new partnership will add to that and become pivotal to the retailer’s business.
Edgecase’s Product Intelligence Platform delivers an all new layer of robust product attribution that improves product findability and relevancy across the site.
Lancôme prioritized investment in tools that enable it to create an online shopping experience that mimics that of the in-store experience, yet is unique and inspiring for shoppers.
This includes a strategy that not only accurately represents a wide range of product attributes, but also incorporates the language of the shopper to ensure they find what they are looking for and ideally drive them to purchase.
“The Lancôme brand represents many things, but most important is our beauty enthusiast. We are constantly looking for ways to ensure we align our shopping experiences with our customers’ needs, particularly when it comes to our online store,” says Kristopher Jean, Director of Digital Strategy and Ecommerce, Lancôme.
“In partnering with Edgecase, we are able bridge the gap between what our shoppers are looking for and what they find because we’re armed with rich product data that better describes our products, in a language they understand.”
Strategy
The key areas of focus for the Edgecase platform have been outlined as:
- Cleansing and enriching Lancôme’s product data to highlight what is unique and interesting about each product
- Interpreting shopper vocabulary and incorporating those preferences into the overall product taxonomy
- Developing and implementing category-level filters to improve navigation and brand experience
- Continuous reporting and optimization that leverages product data intelligence, highlighting attributes that most effectively impact product discovery and sales
In order to deliver a more robust level of product attribution, Edgecase Insights listens to shoppers’ interactions with Lancôme’s brand to understand how shoppers think about the products they want.
Edgecase Enrich then leverages the Insights data to develop a more robust and impactful attribution strategy. For example, with this new layer of product data, Lancôme’s shoppers can now shop by ‘skin tone’ or ‘hypoallergenic’ when looking for makeup that meets their unique needs.
“We are extremely excited about the partnership with Lancôme because they are so deeply invested in creating a world-class experience for their shoppers. At Edgecase, we share that passion. Our Product Intelligence Platform unlocks the power of product attribution to create an inspiring shopping experience,” said Susanne Bowen, CEO, Edgecase.
“Connecting shoppers with the products they love is our number one job, and it’s incredibly rewarding to see brands like Lancôme leverage rich product data from Edgecase to serve their customers’ needs.”
