CASE STUDY

CASE STUDY
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LEARNING WHAT MATTERS
TO SITE VISITORS
Because of the web’s strategic importance,
“We learned that our website, while strong
prior to starting the build and development
at highlighting our key products and new
L’Oréal Paris is the number one total beauty
of the new lorealparisusa.com, the
launches, wasn’t necessarily connecting us
brand in the world that combines the latest
company engaged ForeSee to measure
with the consumer at a deeper level and
technology with the highest in quality for the
and analyze the web experience from the
driving engagement,” says Bermundo.
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
“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 BERMUNDO
ASSISTANT VP OF DIGITAL AND CRM PLATFORMS
L’ORÉAL PARIS
perspective of L’Oréal’s visitors, to identify
“Even though we had a strong suite of
areas of improvement and assign priority
consultation tools across hair color, skin care
based on importance to the total visitor
and cosmetics, they were hard to find.”
experience. Data revealed that the site
Based on these insights from ForeSee, the
wasn’t meeting customers’ needs in a
company determined that making changes
number of key areas.
to site navigation, product browsing, and
service beyond our products.”
W W W. F O R E S E E . C O M
search functionality would have the biggest
impact on site visitor satisfaction.
► C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY ► L’ORÉAL PARIS DELIVERS A BEAUTIFUL WEB EXPERIENCE FOR CONSUMERS
ORMED
INSIGHTS INF
EMENTS
SITE IMPROV
TED IN:
THAT RESUL
20%
increase in
online customer
satisfaction
10%
increase in
satisfaction
with navigation
20%
increase in
time on site
75%
increase in
opt-in
registrations
TRANSFORMING INSIGHTS
INTO RESULTS
Says Alex Uher, director of CRM and
learn a significant percent of visitors actually
analytics for L’Oréal Paris, “Site opt-in
purchased product in store within seven
“Overall, we’ve seen an amazing 20
registration is also up by nearly 75 percent.”
days of visiting the website, highlighting
percent increase in satisfaction,” reports
Based on insights gathered from ForeSee
the role and importance of owned digital
Bermundo. Navigation has improved
data, L’Oréal Paris dramatically simplified
properties at driving sales lift, “says
nearly 10 percent and searchability has
the sign-up process. “The simplification of
Bermundo. “Associating impact of digital
improved eight percent. Bermundo says,
the sign-up process has unlocked marketing
on path to purchase can be very difficult
“Being able to measure how satisfied
opportunities. Now we can use targeted
for brands without e-commerce or retail
consumers were with the old site and
email to reach out to consumers with
locations. ForeSee has become an important
seeing the progression and lift in our
targeted offers instead of just spending
part of how we tie back site engagement to
satisfaction scores has been invaluable
money on digital media and hoping people
sales.”
as it shows actual impact of the redesign
will come back to our site. We can track
project and helps us justify investment.”
changes in behavior based on demographics
How long visitors choose to engage with the
site is an important key performance indicator
for L’Oréal Paris. Because of improvements
as well as create demographic profiles by
brand and categories.”
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
UNDERSTANDING
BUSINESS DRIVERS
need to look at that. It’s our barometer for
to the site navigation and product browse
features, time on site has risen by as much as
L’Oréal Paris also asked ForeSee to measure
a meeting with a gut feeling about what’s
20 percent and repeat visits per month have
the post-website-visit experience to
happening holds no weight. It’s great to
doubled. Use of “onsite consultations,” an
help them understand the actions their
have the ForeSee data to fall back on.”
interactive personalization and engagement
customers take several days after visiting
tool, has increased tenfold.
the brand’s site. “We were surprised to
our monthly management calls. Going into
ABOUT FORESEE
ForeSee is the pioneer and leader in Voice of Customer (VOC) solutions. We focus our rigorous analytics expertise
on helping our clients engage with customers at every interaction point, drive investment decisions using predictive
customer insights and deliver content that powers the customer experience. Our innovative SaaS solutions from
our ForeSee, Webcollage and ResellerRatings product families are used by over 650 customers in a wide range of
industries such as retail, financial services, healthcare, consumer packaged goods and government.
CONTACT FORESEE
To 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]
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► C U S T O M E R E X P E R I E N C E A N A LY T I C S