Most Recent Articles In Retailing
Latest Retailing Articles
- Direct-to-Consumer Retailers Aim to Reshape Beauty
- Kohl’s to Expand Beauty Departments With Prestige Brands
- Bluemercury Opens in Texas
More Articles By
Celebrating its 60th anniversary this year, skin-care company Biotherm is looking to digitally commemorate the milestone by upgrading its Web site. Today, the brand will introduce its new and improved portal, with the goal of making its customer needs paramount. As it stands now, consumers based in the U.S. can purchase Biotherm products — which have been available since 1952 — solely through the Web. These shoppers will now be provided with videos, product descriptions and ingredient lists to help guide them through the selection process.
“The site is designed to optimize the visitor’s experience, whether they are coming to discover the brand, browse or shop,” said Elise Dufour, vice president and general manager of Biotherm in North America, who added that the firm has “spent much time researching and listening to customers’ needs.”
In addition to providing customers with an easy and informative online shopping experience from home, the brand took customer feedback to heart as well. Realizing that a large portion of users browse and shop on the go, the new Web site is designed to be smartphone and tablet compatible. “[We have] developed the site to ultimately best suit their comments and requests,” said Dufour.