Based in Melbourne, L’Oréal Australia is recognized as an Employer of Choice by the Australian government and is powered by over 900 employees in offices fueled entirely by renewable energy.
L’Oréal Australia is part of the L’Oréal Group, the world’s largest and longest-standing leader in cosmetics and personal care products, with four global divisions and annual sales exceeding €29.87B.
L’Oréal Australia is the largest employer and biggest powerhouse in the country’s beauty industry. Their annual friends and family sale during Q4 serves as both employee perk as well as a form of corporate revenue lift ahead of the holiday season.
To run an effective specialty sale, L’Oréal needed a seamless, full-service online solution that could be built quickly and scaled to handle a high volume of sales and units. The store also needed to be properly gated to ensure that purchases were kept to one order per user. Despite offering products from their portfolio of luxury brands at 60- 80% off, the store and shopping experience needed to retain a premium look aligned with the brand’s portfolio of designer brands. ESW was up to the challenge.
In the span of 60 days, familyandfriends.loreal.com.au was developed and deployed to offer a 5-day/100-hour specialty sale. Designed for an English-language market with AUD currency and ESW as the merchant of record, the gated specialty sale store was created with both maximum functionality and ultimate sales capture in mind.
The password-protected private sale site’s entry was accessed with valid email and role-specific passcode for reporting, verification, and fraud-prevention purposes. For timed entry, ESW developed six role-specific passcodes to ensure that L’Oréal Australia employees could be first to shop—followed by suppliers. ESW featured a simplified cart and checkout design to facilitate fast checkout and capture maximum sales.
L’Oréal Australia saw immediate and significant results. With ESW, the user experience increased conversion rates and drove sales that exceeded revenue and order volume targets.
Immediate results: 75% SKU sell-through
Total orders placed: +85% above target
Total revenue generated: +23% above target
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