Tuesday, May 27, 2014Tech / Digital

The online customer experience of beauty brands

Télécharger la synthèse complète de Yuséo

Yuseo, a specialist in optimizing the digital customer experience, conducted a study in April 2014 on the sites of seven reference brandsThe aim is to provide an objective picture of the navigation experience and its impact on brand perception.

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Today, digital is a major lever for beauty product brands. Showcase of their brand, the website allows them to enhance their image, their offer and to transmit their values to consumers. In an increasingly competitive environment, customer experience at all points of contact is a key issue.

Methodology

For this new edition, the Yuseo e-Performance Observatory has mobilized a sample of more than 5300 cyber buyers of beauty products. The aim was to evaluate the seven reference brand sites in the French landscape: Parfums Christian Dior, Yves Rocher, Biotherm, Clarins, Clinique, Lancôme and L'Occitane.

Feedback and expectations of Internet users

Among the 5,300 cyber shoppers who responded to this study (aged 18 and over), 40% said they only buy cosmetics in stores, compared to 5% exclusively online, and 56% said they make their purchases either in stores or online.
Furthermore, Internet users indicate that they use their PC mainly to obtain information about a brand or product (54%), or to find promotions and discount codes (69%). 68% of respondents say they prefer the store for their purchases.
Moreover, it should be noted that even if the rates of equipment are a priori present, the use of mobile phones and tablets …

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