Benefit online to the beauty of fun and easy shopping
Benefit online to the beauty of fun and easy shopping
Author : Jonathan Charles
Date : Wednesday, 01 February 2012
With internet sales in the UK exceeding £30 billion, making the region one of the fastest-growing e-commerce retail markets in the world, beauty brands are stepping-up their direct operations and one of the sites leading the way is the newly re-launched benefitcosmetics.co.uk.
Speaking about the brand’s recently launched site, Valerie Hoecke, VP Digital Experience & Commerce, says: “Benefit is uniquely focused on providing quick and easy solutions to every beauty dilemma and serving those solutions up with a dose of humour and a wink. This project is all about aligning our web presence with that focus. We wanted to make it easier for our customer to navigate and shop for the solutions she needs, while serving up a whole ‘lotta’ of beauty school content.”
Each page of the new site is designed to be an exuberant expression of Benefit’s irreverent and quirky culture. It celebrates the brand’s iconic mannequins, thought-bubbles and ‘words of wisdom’, along with key San Francisco visual elements to reinforce the link between the city and the brand’s heritage.
The new site incorporates many of the best-practices as recommended by digital marketeers including larger than life product imagery and graphics to highlight Benefit’s creative packaging and humorous brand names. Predictive search and an ability to preview search results make it easy for the user to navigate the site and further guidance is provided by ad campaigns and graphical messaging. Content includes how-to videos, the beauty school, top-sellers, seasonal gift recommendations and a social club.
The site has the capability to personalise graphics displayed based upon customer purchase behaviour while a ‘Buy Me’ button is displayed everywhere to encourage strong shopping conversion. In keeping with the brand proposition of quick and easy beauty solutions, the site also features a fast to use 2-step checkout process.
Photograph: benefitcosmetics.co.uk makes buying beauty fun and easy
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