CASE STUDY

LEARNING WHAT MATTERS TO SITE VISITORSL’Oréal Paris is the number one total beauty

brand in the world that combines the latest

technology with the highest in quality for the

ultimate in luxury beauty at mass. Its trusted

offerings include hair color, cosmetics,

hair care and skin care products. While

merchandise is sold through retailers, the

company’s website (www.lorealparisusa.com)

is the home for consumer education

and inspiration.

“We want to connect with the consumer in

order to help her find the right products and

routines to meet her unique beauty needs,”

says Annamarie Bermundo, assistant vice

president of digital and CRM platforms for

L’Oréal Paris. “The website is core to our

strategy of providing personalization and

service beyond our products.”

Because of the web’s strategic importance,

prior to starting the build and development

of the new lorealparisusa.com, the

company engaged ForeSee to measure

and analyze the web experience from the

perspective of L’Oréal’s visitors, to identify

areas of improvement and assign priority

based on importance to the total visitor

experience. Data revealed that the site

wasn’t meeting customers’ needs in a

number of key areas.

“We learned that our website, while strong

at highlighting our key products and new

launches, wasn’t necessarily connecting us

with the consumer at a deeper level and

driving engagement,” says Bermundo.

“Even though we had a strong suite of

consultation tools across hair color, skin care

and cosmetics, they were hard to find.”

Based on these insights from ForeSee, the

company determined that making changes

to site navigation, product browsing, and

search functionality would have the biggest

impact on site visitor satisfaction.

“Being able to measure how satisfied consumers were with the old site and seeing the progression and lift in our satisfaction scores has been invaluable.”

ANNAMARIE BERMUNDOASSISTANT VP OF DIGITAL AND CRM PLATFORMSL’ORÉAL PARIS

WEB EXPERIENCE F

OR CONSUMERS

L’ORÉAL PARIS

DELIVERS A

Beautiful

W W W . F O R E S E E . C O M C U S T O M E R E X P E R I E N C E A N A L Y T I C S

CASE STUDY L’ORÉAL PARIS DELIVERS A BEAUTIFUL WEB EXPERIENCE FOR CONSUMERS

FS-1227-0416

TRANSFORMING INSIGHTS INTO RESULTS“Overall, we’ve seen an amazing 20

percent increase in satisfaction,” reports

Bermundo. Navigation has improved

nearly 10 percent and searchability has

improved eight percent. Bermundo says,

“Being able to measure how satisfied

consumers were with the old site and

seeing the progression and lift in our

satisfaction scores has been invaluable

as it shows actual impact of the redesign

project and helps us justify investment.”

How long visitors choose to engage with the

site is an important key performance indicator

for L’Oréal Paris. Because of improvements

to the site navigation and product browse

features, time on site has risen by as much as

20 percent and repeat visits per month have

doubled. Use of “onsite consultations,” an

interactive personalization and engagement

tool, has increased tenfold.

Says Alex Uher, director of CRM and

analytics for L’Oréal Paris, “Site opt-in

registration is also up by nearly 75 percent.”

Based on insights gathered from ForeSee

data, L’Oréal Paris dramatically simplified

the sign-up process. “The simplification of

the sign-up process has unlocked marketing

opportunities. Now we can use targeted

email to reach out to consumers with

targeted offers instead of just spending

money on digital media and hoping people

will come back to our site. We can track

changes in behavior based on demographics

as well as create demographic profiles by

brand and categories.”

UNDERSTANDING BUSINESS DRIVERSL’Oréal Paris also asked ForeSee to measure

the post-website-visit experience to

help them understand the actions their

customers take several days after visiting

the brand’s site. “We were surprised to

learn a significant percent of visitors actually

purchased product in store within seven

days of visiting the website, highlighting

the role and importance of owned digital

properties at driving sales lift, “says

Bermundo. “Associating impact of digital

on path to purchase can be very difficult

for brands without e-commerce or retail

locations. ForeSee has become an important

part of how we tie back site engagement to

sales.”

Says Bermundo, “Using ForeSee, we’re

constantly optimizing our site and

monitoring the pulse of consumers. If we

notice a dip in our satisfaction scores, we

need to look at that. It’s our barometer for

our monthly management calls. Going into

a meeting with a gut feeling about what’s

happening holds no weight. It’s great to

have the ForeSee data to fall back on.”

20% 10% 20% 75% INSIGHTS INFORM

ED

SITE IMPROVEMENTS

THAT RESULTED IN: increase inonline customer

satisfaction

increase insatisfactionwith navigation

increase intime on site

increase in opt-inregistrations

W W W . F O R E S E E . C O M C U S T O M E R E X P E R I E N C E A N A L Y T I C S

ABOUT FORESEEFounded in 2001, ForeSee is the pioneering leader in Voice of Customer (VOC) solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide — in retail, government, financial services, healthcare, consumer packaged goods, and other industries — have transformed their VOC programs into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched 150 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements. A subsidiary of Answers Corporation, ForeSee is headquartered in Ann Arbor, MI and has offices in Mountain View, New York, St. Louis, Cleveland, Vancouver, and London.

CONTACT FORESEETo learn how we can help you gain comprehensive insights into the impact and value of your web experience, please contact us at 800-621-2850 or sales@foresee.com