Augmented reality and phone apps have been tried and tested by a number of cosmetics companies, and it appears to be paying off for Urban Decay, as its newly implemented merchandising platform increases shopper engagement and purchase confidence.
The L’Oréal brand partnered with Compare Metrics and its technologies; and preliminary shopper response to the its navigation experience resulted in a 16% higher conversion rate and a 17% engagement rate.
The product discovery solution used by Urban Decay aims to help shoppers discover the right product to fit their unique needs and preferences; and includes Content Curation, Adaptive Navigation and Shopping Scenarios.
Using the brand’s existing product data, the Compare Metrics team created attributes in the platform such as ‘finish’, and also added decision-critical attributes like ‘color’ and ‘shade’, tagged as new product data.
This new layer of merchandising language created by Compare Metrics is designed to help shoppers quickly find their next Urban Decay product.
The team then carefully curated each product to make important decisions about their classification and merchandising.
For example, the Content Curation Team found that Urban Decay products like its popular eyeshadows “Flash”and “Rockstar” would be more easily discoverable when classified as “purple.”
This new set of rich merchandising data is the key to Urban Decay shoppers being able to browse and filter products in a natural way, narrowing their selection to the most relevant and enticing set of options.
“We continuously look for ways to encourage our customers to express their independent spirit and style,” says Katherine LaFranchise, AVP, Digital, Urban Decay Cosmetics.
“We are thrilled to bring them a revolutionary way to experience our unique brand culture and more easily discover the Urban Decay cosmetic products they will love.”
“The power of this new merchandising data in fueling Adaptive Navigation truly works,” adds Garrett Eastham, CEO, Compare Metrics. “We’re excited to partner with the beloved beauty brand to enrich and ‘humanize’ the online shopping experience.”
Since implementing the Compare Metrics Product Discovery solution, results show that Urban Decay’s online shoppers are embracing this new type of engagement and using it to make more confident buying decisions.