Urban Decay Boosts Shopper Engagement 17%

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Urban Decay Boosts Shopper Engagement 17%

07/28/2014
To help customers find the right product to fit their unique needs and preferences, Urban Decay – the L'Oreal cosmetics brand – has partnered with Compare Metrics to launch its Product Discovery solutions. The solution includes content curation, adaptive navigation and shopping scenarios.
 
The retailer's products have always been merchandised in a memorable way, but they are not always easy to gain information about for the worldwide customers. The Compare Metrics content curation team has extended the value of existing product details and added a new layer of merchandising language to help shoppers quickly and easily find the products.
 
 "We continuously look for ways to encourage our customers to express their independent spirit and style," said Katherine LaFranchise, AVP of digital for 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."
 
Since implementing the solution, results show that the retailer's online shoppers are embracing the new engagement and using it to make more confident buying decisions. When compared to a control group running simultaneously, preliminary shopper response results include:
  • 17% average engagement rate
  • Above average engagement rate of nine times per session
  • 16% higher conversion rate
 
The content curation team was able to leverage existing product detail page content to create attributes such as "finish," but decision-critical attributes like "color" and "shade" had to be created and tagged as new product data. The team carefully curated each product to make important decisions about the classification and merchandising. For example, the team found that Urban Decay products such as its popular eyeshadows would be more easily discoverable when classified as "purple."
 
The new set of merchandising data is key to shoppers being able to browse and filter products in a natural way, narrowing their selection to the most relevant and enticing set of options.