Among the top ten highest ranked brands in this year’s Digital IQ Index: Beauty, four were from American beauty conglomerate The Estée Lauder Companies. The multi-brand organization had the highest IQ average across its portfolio and significantly outpaced the industry average. Furthermore, two of its smaller brands — Origins and La Mer — registered the greatest IQ improvements within the Index, highlighting Estée Lauder’s enterprise value: providing technology, resources, and expertise otherwise unavailable to smaller, independent brands.
Estée Lauder brands are, on average, high performers across dimensions: they boast industry leading e-commerce sites, innovative digital marketing, and exemplary mobile programming. All eight Estée Lauder brands offer best-in-class customer service including live chat and user reviews on their sites.
Seven of the eight brand sites have auto-replenishment, and six have instant search for a more fluid customer experience.
Most notably, Estée Lauder brands are leading the industry in mobile commerce and innovation. Seven of the eight Estée Lauder brands in the Index have mobile sites that are all commerce enabled and include features such as mobile site search, store locator, and customer service. With 39 mobile sites across 11 global markets, Estée Lauder’s m-commerce sales are expected to reach $20.1 million in 2012, up 68% year over year.
For more information on the Digital IQ Index: Beauty, download an excerpt of the report here.
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