Loading...
Working collaboratively with Estee Lauder's Asia Pacific Travel Retailing Division and its retailer partners in the APAC region—Shilla, Lotte, Donghua, DFS, and Changi Airport Group—Interakt built strongly branded online boutiques for Estée Lauder's premier lines. Each created as a site-within-a-site, the boutiques enabled consumers to shop for their favorite products in a distinctively branded context and to complete their purchase transactions through the host retailer's e-commerce engine.
Interakt architected the boutiques to showcase a targeted range of skincare and cosmetic products appropriate to each reatiler's host site and its customer segments and demographics. To facilitate this customization, Interakt built a centralized database of all products—over 8,000 in total. Because product names and descriptions can vary across retailers and geographies, the variable information was customized automatically for the retailers as they made their product mix decisions. Interakt's technology solution also addressed the retailer's front-end framework and leveraged the latest tools for e-commerce enablement to ensure quick and easy deployment.
To capture and communicate the distinctive essence of the company's premier brands—La Mer, Clinique, Bobbi Brown, and SmashBox—Interakt developed a template that could be tailored to relfect each brand's attributes, imagery, and messaging. This enabled quick and easy creative execution of each site. Interakt also integrated the boutiques with the retailers' e-commerce engines and included social sharing features to rate and "like" products. Because most of the retail sites serve multi-lingual markets, all brand boutiques were developed in English, Chinese, and Korean.
"As online sales continue to drive the market across the APAC region, we are excited about our work with Interakt. It allows us to take advantage of digital as a creative and multi-dimensional medium we can use to reach our audience when and where it matters most, in the unique channel of travel retail."
spent on average by visitors on the boutique sites
Visits to many of the sites by consumers within the first three months after launch
Average approximate increase in online sales in addition to traditional offline channel sales
