How Estée Lauder Uses Interactive Content to Provide Personalized Consumer Experience
Finding the right skin care product is always a hassle. There are too many products in the market that intimidate and confuse consumers. Sometimes people get lost during product selection just from a single brand. 71% of customers are frustrated by impersonal shopping experiences. However, to ease that complication, skincare brands like Estée Lauder have started implementing interactive content power by AI to help consumers find the best-suiting product among the brand.
What’s Virtual Skin Analysis Interactive Content
Unlike quiz-based interactive content, Estée Lauder uses the iMatch™ Virtual Skin Analysis tool to analyze users’ skin through mobile devices’ selfie photos. The analysis visually shows the location that needs improvement and explains why the issue is causing it. The widget provides personalized product recommendations at the end of the customer journey.
Why It Works For Customers
Consumers often need to do research online on products before they purchase. And the internet contains millions of information that confuse them. Estée Lauder’s interactive iMatch™ Virtual Skin Analysis tool creates a problem-solving and time-saving value for online and in-store consumers. The tool creates a mini consumer journey from problem recognition to the product research phase. It provides help for customers who use the tool and make a smooth consumer journey shopping online. The AI product recommendation creates a more friendly and less “salesy” approach to consumers than store salespeople. Estee Lauder also offers a 15% discount for consumers to sign up for their loyalty program to save money on their purchases which also attracts the consumer.
Why It Works For Estée Lauder
The interactive content generates personalized product recommendations for Estée Lauder’s customers, benefiting the consumers and the brand itself. The ultimate goal of this interactive content is to increase sales, and here’s how it helps the brand achieves the goal. iMatch™ Virtual Skin Analysis tool generates additional problem awareness in the customer’s mind. The analysis is a full face scan covering areas the customer might not have been aware of before. Providing various products to tackle users’ different problems helps increase customers’ average order value. Providing skin education can also increase the time spent on the website. Estée Lauder also offers incentives like discounts and free shipping and samples at the end of their consumer journey to increase the conversion rate.
Will It Last?
Interactive content generates personalized education and recommendation that benefits both consumers and businesses. 66% of consumers expect brands to understand their individual needs. (Salesforce). Interactive content provides efficient shopping experiences and education for the consumer. On the brand side, statistics show that personalized product recommendation helps businesses reduce cart abandonment by 4.35%, increase 11% the average order value, and 26% conversion rate increase. Almost 90% of online businesses already invest in personalization. When the benefit goes to both sides, the interactive content will stay, improve and create more value.
