Digital Geniuses Clarins and L’Occitane topped our just released Digital IQ Index: Beauty | France. At the heart of their success are a strong tablet and mobile strategies, something many French brands neglect to do. Even though half of French internet users own a tablet, three-quarters of the country’s beauty sites are not optimized for the device.
Clarins’ mobile site auto-detects user location, has swipeable product images, offers optimized sorting options, and has an expandable navigation menu. And, the brand has an e-commerce program that offers a selection of more than a hundred samples and encourages revisits and repurchases with a loyalty program.
L’Occitane also leverages its tablet and mobile capabilities. Its tablet and mobile apps feature an interactive catalogue with scanning technology, and the mobile-optimized site works well with portrait and landscape view. L’Occitane also integrates its strong mobile and e-commerce strategy with its brick-and-mortar presence. Returning and exchanging e-commerce purchases in its stores is easy, and its social sampling campaign enables sample redemption online and in-store.
For more on the digital competence of 58 global and local brands in the French Beauty market, download an excerpt of our report here.
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