Chanel Foundation Match Up
Online and Offline Branded Selling Tool
Reinvent the way Chanel matches the client to her ideal foundation through the creation of a unique branded program, for chanel.com and POS. The first step was to revisit the way the product portfolio was presented to the audience...vs. the way a client shops for foundation. After surveying the field, A&U, marketing and e-commerce teams, I asked marketing to segment the Chanel foundation portfolio based how women today shop for foundation: by coverage OR finish.
Foundation Match Up at POS
The beauty advisor tool was created to engage and guide the sale—letting the client choose her entry point to shop by shade or finish, while offering tips, upsell and cross sell throughout the guided experience.
Foundation Match Up Digital Tool
The website offered a guided experience online that mirrored the POS in-store tool user experience, giving the client the freedom to choose a way to shop. In addition, digital assets drove traffic to the chanel.com foundation tool. Leveraging the insight from digital marketing team that 'foundation' was one of the most popular on-site search terms, I requested that the digital tool itself be featured prominently and in the same format as a product tile. I also initiated the placement of a Google search ad to drive traffic to the site and to promote the new tool. A robust CRM journey was created to drive to cross sell and upsell, and to sustain loyalty. The product-specific beauty tip content used at POS was also offered in a digital format on site and via CRM.
Promotional and Editorial Digital Content
Foundation Match Up Case Study
CONTEXT
Customers shopping for Chanel foundation did not have a consistent experience with beauty advisors in stores and did not have a guided selling tool online. The brand needed a way to guide women to their ideal formula.
CONUNDRUM
Chanel had no specific point of view or path for clients to find the right foundation...online or offline.
CAMPAIGN + MY CONTRIBUTION
I led this 360 project initiative, starting with insights into how women shop for foundation. Once marketing established that women shop by coverage or finish, I requested a segmentation of the Chanel foundation portfolio within this categorization. From this stage, I was able to develop tools that allowed beauty advisors in stores and customers online to find foundation through a consistent experience across all doors. This project resulted in a counter tool for beauty advisors, tip cards for customers once they received their recommendation, a digital guided selling tool and expert advice online, along with a targeted CRM journey to recruit new customers. For the digital selling tool, I structured the experience to be parallel to POS, ensuring that women could shop by coverage or finish, and assess formulas through a streamlined comparison of the key benefits.
Most importantly, this work ensured the brand offered a synergistic way for clients to shop Chanel foundation at every touchpoint.