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Case Study

Estée Lauder

Boutique microsites
Estée Lauder
Adding another dimension to the retail shopping experience

The Challenge

  • Drive increased sales for Estée Lauder's premier brands in APAC markets.
  • Tap an increasingly valuable e-commerce revenue stream by leveraging fast-growing consumer acceptance of and preference for the online retail shopping experience.
  • Support Estée Lauder's efforts to build and strengthen digital partnerships with high-profile retailers in the region.
The Challenge

The Interakt Solution

Strategy and Tactics

A boutique experience within a retail shopping environment

Working collaboratively with Estee Lauder's Asia Pacific Travel Retailing Division and its retailer partners in the APAC region—Shilla, Lotte, Donghua, DFS, and Changi Airport Group—Interakt built strongly branded online boutiques for Estée Lauder's premier lines. Each created as a site-within-a-site, the boutiques enabled consumers to shop for their favorite products in a distinctively branded context and to complete their purchase transactions through the host retailer's e-commerce engine.

A centralized database to serve customized needs

Interakt architected the boutiques to showcase a targeted range of skincare and cosmetic products appropriate to each reatiler's host site and its customer segments and demographics. To facilitate this customization, Interakt built a centralized database of all products—over 8,000 in total. Because product names and descriptions can vary across retailers and geographies, the variable information was customized automatically for the retailers as they made their product mix decisions. Interakt's technology solution also addressed the retailer's front-end framework and leveraged the latest tools for e-commerce enablement to ensure quick and easy deployment.

A centralized database to serve customized neeeds
Efficient design and deployment, distinctive branding and customer engagement

Efficient design and deployment, distinctive branding and customer engagement

To capture and communicate the distinctive essence of the company's premier brands—La Mer, Clinique, Bobbi Brown, and SmashBox—Interakt developed a template that could be tailored to relfect each brand's attributes, imagery, and messaging. This enabled quick and easy creative execution of each site. Interakt also integrated the boutiques with the retailers' e-commerce engines and included social sharing features to rate and "like" products. Because most of the retail sites serve multi-lingual markets, all brand boutiques were developed in English, Chinese, and Korean.

Branded for success. Tested for usability

Dattatreya Gupta

Director, Digital Consumer Marketing, Estée Lauder Travel Retailing, Asia Pacific

"As online sales continue to drive the market across the APAC region, we are excited about our work with Interakt. It allows us to take advantage of digital as a creative and multi-dimensional medium we can use to reach our audience when and where it matters most, in the unique channel of travel retail."

The Results

mins+

spent on average by visitors on the boutique sites

100,000+

Visits to many of the sites by consumers within the first three months after launch

  • 0%

Average approximate increase in online sales in addition to traditional offline channel sales

The Takeaways

  • Leveraging established e-commerce properties can deliver exponentially improved outcomes for consumers, brands, and their retail partners.
  • Time-conscious consumers, especially brand loyalists, particularly in the travel retail segment, value the ability to plan purchases online prior to actual travel.
  • Strong online branding and seasonal product promotions, even within external frameworks, can translate to significant purchasing power online or off.

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