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Beauty retailer steps up personalization

French beauty brand L’Occitane en Provence is making a move to replicate its in-store shopping experience online.

To build more Web experiences that match the personal interactions customers receive in-store, L’Occitane is adding a personalization platform from Qubit. Called Quit Pro, the artificial intelligence (AI)-powered discovery solution is designed to drive more engaging experiences with the brand, regardless of channel they visit.

The platform analyzes behavioral and intent data, then uses results to deliver personalization campaigns. The solution has helped the retailer target experiences at scale, as well as collaborate and share best practices across multiple domains and locations, including Japan, Brazil, London, and Australia.

One technique used, called social proof, informs customers about how other, similar shoppers are behaving in their customer journeys. Based on this data, the retailer has seen a 2.86% uplift in revenue per visitor (RPV), and 3.55% uplift in revenue per customer (RPC) in the U.K. Strategies to save the customer before site abandonment resulted in 2.65% uplift in the United States.

In addition, L’Occitane is using Qubit Aura, a solution that sits on the brand's existing mobile website, and changes the products a user sees based on their behavior. Information is delivered to shoppers in a social newsfeed-style experience. Since adding the tool, the brand's U.K. e-commerce team reported 159% increase in mobile conversion rate.

“Our customers now expect the same personalized services they receive in-store online," said Loanne Le Gac, e-business product coordinator at L’Occitane en Provence. "Our e-commerce team is committed to ensuring that’s the case, and on a worldwide scale. Qubit allows us to deliver a personalization program on multiple domains to ensure a consistent level of quality and service across channels.”
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