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Bobbi Brown is ramping up its Web site in an effort to supercharge e-commerce sales.
This story first appeared in the July 31, 2009 issue of WWD. Subscribe Today.
The new incarnation goes live this week and marks the first time the site has been redesigned since its inception in 1998.
“Bobbibrown.com is an important revenue driver for the brand,” said Jessica Rotnicki, vice president of e-commerce for Bobbi Brown Cosmetics. “In fact, if we were to consider it a door, it would be the largest door globally. However, we officially consider it a channel of distribution, which is very significant to our business given our limited distribution in brick-and-mortar stores.”
The redesign “brings the site to life,” she said. “Improved site navigation and new page designs allowed us to carefully balance both enriched content about Bobbi, her teaching philosophy and inspiration behind her collections, plus keep shopping and color selection easy,” continued Rotnicki. “Among the rising population of online shoppers, we now have a greater ability to translate Bobbi’s voice to those not close to a store or new to the brand, while allowing the consumer to discover, learn and explore while browsing within a state-of-the-art e-commerce site.”
New features are intended to increase shopper frequency and brand retention. Content with Brown is approached editorially, in an effort to engage customers; a new section called Learn will house how-to videos and Brown-personalized lessons. Social messaging is included on the page, giving customers the ability to easily share their favorite products, tips and articles with one click on Facebook, Delicious and Digg. A live chat area will allow customers to interact in real time with the brand’s makeup artists, and customer service support staffers will be Twittering to further engage with consumers.
Customers who create an account on the site will be able to review their purchase history, replenish previous purchases conveniently, track orders and save multiple shipping addresses and, for last-minute shoppers, online gift certificates can reach their recipients within five hours.