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Lancôme to deliver omnichannel personalisation

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Beauty brand Lancôme has partnered with RichRelevance, an omnichannel personalisation specialist, to deliver a breakthrough in online beauty – a complete, personalised look tailored to each shopper based on their individual preferences and Lancôme’s expertise.

“Lancôme is committed to constant innovation to exceed our customers’ desires,” said Alessio Rossi, VP, Interactive and E-Business Marketing at Lancôme USA. “RichRelevance allows us to instantly combine consumer signals with expert advice on what is most flattering to individual skin tones – and show a complete, personalised look. The result is that we can now offer the same level of outstanding service and expertise online that we provide shoppers at the counter, and support a seamless customer experience at every Lancôme touchpoint.”

As consumers select a product on the Lancôme site, they immediately see that product – a lipstick or another cosmetic product – applied on a model representative of the consumer’s skin tone. When a shopper adds the product to her cart, she sees the model wearing a curated look that has been personalised for the shopper. The focal point of the look is the product the shopper just added to the cart.

Customers can interact with suggested items to change colours and looks, with updates instantly reflected on the model’s face. All product suggestions take into account the shopper’s skin type and individual preferences, as well as current regional trends, product availability and Lancôme’s own expert pairings for a complete and beautiful look.

The experience is powered by the Relevance Cloud from RichRelevance. Through its open personalisation platform and Build innovation services, RichRelevance’s personalisation engine is seamlessly paired with Sight Commerce’s visual commerce and style intelligence solutions to provide each Lancôme consumer with personal and professional advice at her fingertips — aiding discovery, awareness and selection. Product suggestions are continually adjusted based on subtle changes in shopping behaviour, inventory, pricing, and more for instant access to the products each shopper is most likely to purchase.

“Lancôme has combined the state-of-the-art in personalisation and visual merchandising to allow shoppers to see how the best products look together on her – minus the inconvenience of an in-store makeover,” said Eduardo Sanchez, CEO of RichRelevance. “This is the future of shopping: user, products and shopping context seamlessly integrated to deliver an experience that speaks to the Lancôme shopper based on who she is, at a critical point in her shopping journey.”

Published on Monday 02 March by Veebs Sabharwal

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