CLINIQUE - DIGITAL OPPORTUNITIES
Clinique has a unique opportunity within the e-commerce space to enhance its digital creative consistency and functionality. Developing a leading digital presence that meets today’s customer and business expectations will set the brand up for a successful future.
THE NOW: Immediate Opportunities
PDP For The Win
A successfully executed PDP can make or break any online business. Compacting the layout, prioritizing essential information, creating a clear content strategy and performing vigorous consumer testing prior to launch will lead to more seamless customer experience and have a positive impact on the business.
Content Curation
Consistency and data based content placement is key when it comes to a successful digital content strategy. Developing a more refined content strategy that is tested and proven against the Clinique customer needs will help justify which type of content to use through the experience.
Mobile First Mentality
With the customer migrating to more of a mobile first shopping mentality it is essential to design for this pivot. This leads to a more refined experience for the customer and more focus for the internal creative teams and their work-flow.
Shade Awareness
As discussed, hiding the tone options on the PDP can be a negative experience for customers with darker tones, leading to bounce rates. This coincides with the PDP project but is one of the key insights to an instant improvement of the experience and brand perception.
Iconique
Creative excellence is at the forefront of Clinique’s persona and attention to detail should ladder up to that excellence. Re-imagining Clinique’s iconography to make it more ownable across the brand will allow the brand to show up with a unique approach against it’s competitors.
THE NEXT: Future Opportunities
Clinique App Loading
‘95% of E.L.F.s loyalty members prefer shopping in the app over web’. Knowing that app customers are more loyal and spend more money than non-app customers, let’s increase brand loyalty with enhanced shopping and AI features into one seamless experience for the customer.
Let’s Get Sticky
Bringing in functionality for a sticky nav and sticky ‘Add To Bag’ Button on Desktop and Mobile is table-sakes in todays e-comm space. Let’s look into where sticky is best and how to utilize it for a more seamless shopping experience for the customer.
Template Life Is Good
Through use of concise, modular, coded templates for email and site content we can drive more efficiency for the creative teams, developers and the business while keeping the brand message fluid. As a large global brand, this will lead to more visual consistency across regions and improved brand recognition for the customer.
Let’s Get Video
As part of a broader content strategy play, let’s test into where and when video can be brought into the shopping experience. We live in a video heavy world, integrating this into the shopping experience within Clinique’s channels provide a more discovery and expert led focus for the brand.
Optimized for Speed
Shaving off seconds of load time within the shopping experience is a huge boost for business and heavy digital content can quickly lead to slower page loads. Working with developers to optimize for enhanced branded content allows for creative expression and richer storytelling within brand channels.
Figma Forward
Efficiency in design for a large global brand is key. Moving to a more modern form of digital creative collaboration and development through Figma will allow the implementation of a design system, connect design and UX teams, enhance the fluidity of the creative process, improve cross-functional collaboration, and streamline the creative approval process.
BRAND SPOTLIGHT: E.L.F. Cosmetics
E.L.F. Cosmetics is truly at the forefront of the competition when it comes to digital presence. With a huge focus on a more connected ecosystem and a loyalty program that boasts over 3 Million members, the digital experience is clearly focused on a Gen-Z mindset which shows a deep knowledge of the customer and a clear response to what young shoppers expect from a digital experience.
The E.L.F. Mobile app is highly engaging with seamless virtual try-on features, shoppable stories, sticky add-to-bag and checkout buttons, and an account tab to easily access points and rewards. The visual direction and UI is consistent to the brand website, showing a true 360 visual approach. Having an app also provides a space for playful experimentation and testing for the brand as it continues to evolve and experiment with its loyal customer base.
Across the funnel it is clear that E.L.F. is a leader in the digital beauty space right now. The brand’s willingness to take insight driven risks allows them to advance for the now and prepare and pivot for a successful future. Through modern functionality, up-to-date features and a business driving mobile app, this brand is truly a digital competitor for the Clinique brand.