benoit delporte, l'oréal - solocal group uk event "fashion, luxury &...

11/06/14

Worldwide store locator as a base

for multichannel digital strategy

https://www.linkedin.com/in/bdelporte

https://twitter.com/bdelporte

BENOIT DELPORTEE-commerce & Marketing Digital Manager at Kérastase (Ex)

3

Kérastase in a few words

50 years of hair divine hair Transformation

1964

4

Kérastase in a few words

50 years of fundamental research &

Iconic products

5

Kérastase in a few words

50 years with the best hair artists

6

Kérastase in a few words

50 years with the best Hair salons1964

7

B to B to C

Our issues in 2012

OUR BRAND’S DNA

BUSINESS BUSINESS CONSUMERS

- Drive consumers in INDEPENDANT stores

- Valorize hairdressers’ expertise

……

…While deploying E-commerce in D2C

8

70% of consumers uses Internet to find a local shop

Search enginesBrand’s official website Distributor’s website

9

Store Locator: world deployment

11 Languages

75 Countries & overseas territories

40 000 Salons

10

New Kérastase salon locator

100% SEO Friendly Social Media Ready

100% mobile optimized

Easy to update

NEW NEW

NEW

NEW

11

Conceived to

improve the user

experience and

conversion rate

Web to Store: worldwide brand home page

12

HOME PAGE

NAVIGATION BAR

1/2/3 ROUTINE

FIND A SALON PAGE

CONFIRMATION PAGE

RITUAL & EXPERIENCE PAGE

Salon’s Valorization at each step of the navigation

13

Web to Store : store locator home page

1

2

3

Press the “Geolocate

me” button and the

browser will locate

you based on your

search device GPS

location

Search for a store

by country and city

Review selections

of nearby cities,

improving your

SEO Results

1

2

3

14

15

Web to Store: example list of points of sale

Store location

Google Maps

Direct access to a

list of regional

salons

Review selections

of nearby cities

improving your

SEO Results3

1

2

1

2

3

16

18

Web to Store : Ipad responsive store locator

19

Web to Store : Smartphone responsive store locator

20

Web to Store : lead generation newsletter

Increase your

CRM database for

further marketing

interactions

21

Web to Store : lead generation information requests

15% complete opt in

rate

Providing convenient

service for your

customers

22

Web to Store : lead generation information requests

Shoppers can contact

brands 24/7, 365 days of the

year.

23

Web to Store : Customer acquisition tools voucher,

coupons

Attract your in-location

shopper to each point of

sale stores and boost your

in-store visitors and sales

24

Web to Store : SEO results by brand and location

search queries

25

Web to Store :SEO results by industry and

location search queries

26

Web to Store : Leadformance store locator results FRANCE

(Total visits Leadformance visits )

X2 x2.5M+3

X2.6 x3.9M+11

juin-13 Jul Aug Sept Oct Nov Dec janv-14 Fev Mar Apr May

X2 x3M+6

* Source: Google Analytics – Development as compared to M+1 where M+1 + one month after the implementation of BRIDGE Local pages

28

What’s Next ?

29

NEW SALON LOCATOR

?

30

NEW KERASTASE SALON LOCATOR

100% SEO Friendly Social Media Ready

100% mobile optimized

Easy to update

NEW NEW

NEW

NEW

?

Make a salon appointment

online

NEW

31

32

33

Le module de prise de RDV est disponible sur mobile et sur une page internet. Il peut être intégré directement

dans le site sous forme de popin, d’iframe ou hébergé sur une page séparée.

CHOOSE YOUR SERVICE

34

CHOOSE YOUR DATE

35

FILL IN WITH YOUR PERSONNAL INFORMATION