All e-commerce is local at Urban Decay

Specialty cosmetics retailer Urban Decay is making its e-commerce site as accessible as possible to as many customers as possible.

Urban Decay has integrated e-Spirit's FirstSpirit content management system (CMS) with a Demandware e-commerce platform. The CMS allows Urban Decay to manage the proliferation of content, then localize that content for each individual site the retailer operates internationally, through a feature called "UD All Access.” Urban Decay worked with e-commerce services provider OSF Global Services to launch the new feature.

"We're very branding-centric, down to the pixel," said John Perasco, assistant VP digital for Urban Decay. "OSF Global Services took that in stride and diligently worked with us to bring UD All Access to life, making the UD perspective on beauty available to our online retail spaces internationally."

Although UD All Access is designed to help Urban Decay localize e-commerce for international markets, the underlying strategy could be applied to offering customized sites for almost any targeted audience. This could include different regions of the U.S., as well as specific customer segments. Content management is becoming increasingly sophisticated, with large potential upside for e-commerce retailers.