Digital Kiosks Increase Retail Sales through Education CASE STUDY: Estée Lauder
How To Educate A New Customer Segment About Estée Lauder’s Products
Estée Lauder, the American beauty behemoth that owns the likes of Clinique, Bobbi Brown and La Mer, had just created a new stand-alone men’s skin care group. It was the first time the company had treated the segment as its own category.
“Men’s skin care is one of the fastest-growing categories in the world, and we thought it was time to put them together so we could talk about both the different venues and ways men are shopping,”
– Lynne Greene, the Estée Lauder group’s president at the time of launch.
Estée Lauder was targeting audience via TV, print, digital and social media messaging. They wanted to close the loop with in-store digital interactions.
Customer Facing Devices Increase Sales Through Education And Cross Selling
Estée Lauder’s in store experience included a custom iPad app, touch table, and video screens promoting and educating customers about Lab Series products.
The mobile app utilized swipe gestures to navigate a carousel of product images and view product information for various pre-defined regimen. In addition to the bundling of multiple products into each regimen, additional cross-sell promotion was made with a related products feature.
About Estée Lauder
Founded in 1946, The Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. The company has its headquarters in Midtown Manhattan, New York City. Estée Lauder products are sold in more than 135 countries and territories. Estee Lauder has 42,400 employees worldwide and generated $11B in revenue in 2014.