MARKET CHALLENGE
Premier Australian makeup brand, Napoleon Perdis, decided it was time to redesign and relaunch their web presence and redevelop their digital communications strategy.Napoleon Perdis’ existing website was successful, but recent online relaunches of international competitors made it time to step-up their presence in the online sector.
Napoleon Perdis’ target market is broad, ranging from young teens to over-50s, and creating an online presence that appealed and was accessible across these markets would be a challenge.
OBJECTIVES
• Increase site traffic by 30% for 2010
• Increase total sales revenue through the online store by 25% for 2010.
• Increase average sale value by 30% for 2010
• Increase customer registrations by 25% for 2010
STRATEGY
Identify Napoleon Perdis’ key market demographics through research, and observed what international competitor brands were doing in the online sector.
Analysis of Napoleon Perdis’ activity in the online and social networking sector showed gaps between promotions, sales and customer retention, so a relationship marketing strategy was developed that would tie it all together from customer acquisition to online sale and to customer retention.
IMPLEMENTATION
New creative that would best represent the client’s brand in the digital space and that appealed to the target market was designed. The new designs were underpinned by a flexible and powerful CMS system that would give the client the ability to quickly and easily update the website to meet the fast paced demands of the market.New features such as ‘Get The Look’ were added to the website to maximise product exposure. This feature allows users to see what products were used to create a specific look, then allows quick and easy access to view the products or add them to an order.
A makeup ‘Tips’ section was added to the product pages, as well as a dynamic ‘Recommended Products’ feature which suggested products that complimented the one currently being viewed. These areas provide areas for consumer engagement and all for future additions of product specific video and social media tools.
The new site architecture was completely restructured to improve the visual merchandising, highlighting the calls to action and reducing the steps to sale. This structure also made it far easier to register and gave users more incentive to register.
RESULTS
In the 4 months since the launch of the new website and strategy:
• Number of unique visitors to the website increased 158%
• Customer registrations increased by 50%.
• Average sale value increased by 65%
• Total sales are currently well on track to meet the 25% increase goal for 2010 and tracking above this Year on Year.
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