Today’s on-the-go consumers want to connect with brands across all devices.
This dramatic shift in the shopping experience led Lancôme, an international luxury beauty brand, to use SapientNitro, an agency with a strong portfolio in mobile and omnichannel customer experience, as well as the Demandware Commerce platform, the digital commerce solution that also powers Lancôme’s e-commerce website, to make over its mobile presence.
The navigational elements on Lancome.com’s mobile home page are impressive, highly user friendly and gives consumers exactly what they need.
“We completely re-thought navigation considering options offered by a phone and needs of a mobile customer,” said Alessio Rossi, Lancôme VP of Digital Strategy. “We wanted to provide a consistent experience with desktop and the added easiness and speed given by a new vertical design that leverages mobile screen dimensions and touch functionalities. We also eliminated any feature that wasn’t mobile-necessary to streamline experience giving what makes most sense to the mobile user.”
The newly launched mobile site provides consumers with a seamless shopping experience as well as:
• Sophisticated product detail pages that incorporate color swatching, videos, how-to information and customer reviews
• Improved category browsing and visual flow providing a richer interface
• Optimized user experience throughout the site for touch browsing and navigation
• Streamlined and simplified checkout alleviating distractions and keeping interaction clean and simple
Providing a streamlined experience was important to Lancôme not only to manage consumer expectations but also because the most important sources of traffic to its mobile site are Direct Load, CRM Programs, Search and Media.