While mobile adoption across the beauty industry remains low in the EU — ranging from 30% of brands in the UK down to only 15% in France — one standout brand, L’OCCITANE en Provence, has mastered the mobile experience in all of the EU-5 countries. L’OCCITANE has rolled out in-language mobile sites to each market that offer a host of e-commerce driven features: retail location finders, account management, purchase history, product navigation, wish list, and site search.
But in an environment where smartphone penetration has grown to 60% of the EU-5 market, why just stop at a site? A roadblock on L’OCCITANE’s mobile sites directs users to download the catalog-oriented mobile app, the only e-commerce enabled app in the Index that is available to every country in the EU-5. The app features the entire shoppable catalog along with customer reviews of products. The brand is also experimenting with a revolutionary EasyShop App — currently available in English, German, and Spanish — that allows users to shop by searching or scanning products. The app then fulfills the order and ships the products to the customer.
In addition to two commerce apps, L’OCCITANE has also launched a game app to help customers keep the brand top-of-mind even if they’re not intending to shop. Their Gift Smash app, available in French and English, is a brick puzzle game that allows users to progress through levels by matching colorful gift boxes. Users can also invite their friends to play along or share their scores via social networks, helping L’OCCITANE further promote the brand digitally.
For more information on the EU Supplement to the Digital IQ Index: Beauty, download an excerpt of the report here.