The company is the latest in a growing line of early adopters of e-commerce who are now tackling the issue of revamping their platforms in an effort to stay ahead of technological developments and rising consumer expectations.
The redesign offers both consumers and retail partners an ‘improved online experience’, providing essential information, a wider range of tools and a number of additional resources.
Heightened consumer engagement
The revamp offers consumers two new tools that aim to increase engagement, while also providing more information and detail about the product portfolio.
The first is a consultation with customized skin care options that are suggested according to consumers specific skin types and requirements.
The second tool is called ‘Plant Heroes’, which is designed to provide more detailed information about the many of the botanical ingredients that are included in the product lines, detailing their origins and functionality.
Redesign focuses on future evolution of platform
"Our new website features an increased functionality, valuable product information, interactive tools and incredible visuals, all intended to make it easier than ever before for U.S. consumers to experience Dr. Hauschka Skin Care online," said Victor Morrison, CEO of Dr. Hauschka Skin Care.
"Our dedicated team chose a responsive layout that optimizes the site's appearance and performance across all devices, whether desktop or mobile, ensuring that visitors can access the website from any location."
The company says that the new redesign will also allow it to continue updating and developing the e-commerce platform, providing information targeting new product launches and enhancements, as well as brand events, retail partnerships and other company news.
Customer engagement is key to e-commerce success
Dr. Hauschka’s e-commerce redesign is the latest in a series of enhancements by major beauty brand holders and retailers aiming to maintain and enhance consumer engagement in this area.
Earlier this year Digital marketing agency PM Digital conducted a study of 45 make-up and skin care brands in the U.S. and found that sales of beauty and personal care items are expected to grow 3-4% annually over the next three years, reaching $81.7 billion by 2017.
Glenn Lalich, Vice President, Research & Analysis of PM Digital, tells CosmeticsDesign.com USA that e-commerce, as well as the emergence of mobile commerce, continue to increasingly lead demand and sales growth, as pure sales vehicles and branding mechanisms
However, Google/Millward Brown research found that almost half of beauty purchasers do not know which brand they will buy when they start shopping, increasing the importance of brand websites that demonstrate consumer engagement as they are the main port of call in this search.