Lancôme: Making Digital Connections a Thing of Beauty
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- LiveEngage platform
- LivePerson’s enrichment analytics
- LivePerson’s mobile Click-to-Chat tool
Tech Stack
- Live chat
- Proactive chat
- Mobile Click to Chat
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Services
- System Integration
- Software Design & Engineering Services
About The Customer
Lancôme is a globally recognized brand that brings French glamor to a global market with its upscale line of cosmetics and fragrances. Founded in 1935 by Armand Petitjean, the company is a part of the L’Oréal Group and is headquartered on Fifth Avenue in New York City. Lancôme's products are available at upscale retail outlets, at branded stores around the world, and on the company’s e-commerce site. The company is known for its personalized customer service and aims to replicate this experience for its online shoppers. Lancôme's e-commerce site is managed by Alessio Rossi and his team. The team strives to provide a service for their clients, rather than just selling products. They believe in adding a human factor into the digital experience and felt that live chat would be one way to accomplish this.
The Challenge
Lancôme, a globally recognized brand for its upscale line of cosmetics and fragrances, wanted to extend its well-known personalized customer experience to its online shoppers. The company aimed to build in-store and e-commerce sales through digital engagement and support the “inner nature” of the Lancôme brand, individualized service, for online customers. They wanted to provide an intimate channel to help customers open up. The team knew that live chat would be one way to accomplish this. They felt that women might open up more fully with live chat, and explore what they really want. The team began a formal evaluation of live chat solutions in early 2012, and they had some detailed requirements. They wanted to have proactive chat with robust targeting, a customized live chat experience for mobile devices, the ability to push marketing content to selected visitors, and extensive reporting and data analysis capabilities.
The Solution
With these prerequisites in mind, the Lancôme team settled on LivePerson’s LiveEngage platform. LivePerson’s tight integration with the Demandware Commerce platform, on which Lancôme’s e-commerce site is built, is highly valued. Lancôme deployed the LiveEngage platform in August 2012, with deployment assistance from its LivePerson Customer Success value manager. The value manager helped Rossi’s team design Click-to-Chat buttons with customized graphics for the shopping cart, beauty advice, and product pages on the website. Lancôme also created behavior-based targeting rules for proactive chat, with input from the value manager. The LiveEngage platform is configured so that agents can conduct up to three conversations simultaneously. Agents respond to visitor-initiated live chat requests, and proactive chat invitations go out when agents are available. Lancôme deployed the LiveEngage platform’s mobile Click-to-Chat tool in April 2014. The live chat engagement window automatically fits the size of the device, and visitors do not have to leave the page they’re on to initiate a conversation with an agent.
Operational Impact
Quantitative Benefit
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