L2’s Digital IQ Index: Personal Care | Germany finds that the majority (56%) of German online shoppers are in search of convenience. Additionally, 44% find it easier to research products online and 53% choose online shopping because they can compare prices at retailers. Just 14% cite enjoyment as the reason why they choose to shop online.

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How are Personal Care brands adapting their German sites according? Some better than others. Schwarzkopf, for example, has created a long journey from the main site to the checkout point with 18 distinct product sites. Users are forced to take a diagnostic quiz before accessing product pages. The main page hosts videos from behind the scenes at London Fashion Week, none linking to or highlighting Schwarzkopf products.

Better example L’Oréal Paris has pared down branding in favor of convenience. Despite having11 hair care sub-brands, L’Oréal’s German site has pared down the clicks to access a product page to three (compared to six needed for Schwarzkopf).

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