1400 omma mobile sarah liang kress
DESCRIPTION
TRANSCRIPT
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ONE SIZE DOES NOT FIT ALL
Sarah Liang, Director of Interactive MarketingL’Oreal USA
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SARAH LIANG KRESS
HELLO.
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L’OREAL USA
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The Consumer Decision Journey
CONSIDER
EVALUATE
ADVOCATE ENJOY
BOND
BUY
THE LOYALTY LOOP
PATH TO PURCHASE
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CONSIDERATION - iAds
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EVALUATE – PRICE CHECK
PRICE CHECK FROM AMAZON
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BUY - STARBUCKS
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LOYALTY
VIGGLE
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MULTIPLE PATHS
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KNOW YOUR AUDIENCE
HairdresserB2B
ClientB2B2C
The Cosmetology Student
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THREE PRONGED APPROACH
Students Stylists Consumers
Objective Educate Salon Tools Drive to local salons
Strategy Upgrade existing
Upgrade existing
Reach via existing
Technology Delivery
iPad Web Mobile App Mobile Web
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APPROACH TO STUDENTS
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WHAT DO WE KNOW?
16% of our professional database own iPads / Tablets
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ACADEMY IPAD PORTAL
Website Tablet
optimized
Responsive Design
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ACADEMY IPAD PORTAL
Video Learning
Partnership with YouTube
Backend
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RESULTS
Results
#1 Cost savings on text books
#2 Updated
#3 Point of difference
#4 Captured for future
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APPROACH TO STYLISTS
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HAIRSTYLIST – SMARTPHONE ADOPTION
Stylists are upgrading to mobile phones quickly.
+26% -10% -17%
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REDKEN STYLE STATION
Keys to success:
1. High frequency
2. Existing habits
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WHAT HAPPENS TODAY
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HOW WE CHANGED IT
Content
Identify Client need
Provide solution
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EDUCATION TOOL FOR EVERY DAY
Customized answer and result for every client
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TIMERS
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LOOK BOOK
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RESULTS
Drive new product launch usage
Cost savings of in printed materials
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APPROACH TO CONSUMERS
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WHAT DO WE KNOW?
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MOBILE SEARCH
1 in 3 searches have local intent on mobile
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M.REDKEN.COM
Store location
Product Catalog
Product Recommendation
Look Book
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THE RESULTS
The Results
• 18% site traffic from mobile
• +22% increase in salon finder searches
• Most popular day is Saturday
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NOT EVERY SHOE FITS
GET IT RIGHT.
• Know your audience.
• Understand the technology.
• Evolve.