The German Personal Care market is not equipped for e-commerce. Even though the country’s population is 25% larger than the U.K., its Beauty and Personal Care e-commerce sales are half ($511 million vs. $1.0 billion). And of those sales, more than a quarter (26.5%) are captured by Amazon alone. Nivea, however, has exhibited dominance across all channels with a strong commerce orientation across its brand site, emails, and social media channels. The brand integrates e-commerce functionality on its Facebook page and send branded, personalized emails with strong calls to action for coupons and competitions. After a customer signs up for email notifications, the brand follows up with a survey and an €8 coupon for in exchange for sharing purchase preferences. Nivea’s commerce site shop.nivea.com is more developed than its rivals, with product reviews and ratings, intuitive navigation and cart continuity.
How do other German Personal Care brands compare? Ninety percent of brands in L2’s Digital IQ Index: Personal Care | Germany have no direct-to-consumer e-commerce, and just over half hand off to third-party retailers.
Just 15% collect emails when offering coupons and only 7% offer a personalized log in page for account holders.
And 34% have no country-specific Facebook page.
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