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Improved online product discovery at Urban Decay

By Retail Technology | Friday July 25 2014

The L’Oreal cosmetics brand is matching shoppers and products more precisely on its website with the help of merchandising data

Augmented merchandising is increasing shopper engagement and purchase confidence for L’Oreal brand Urban Decay.

Working with navigation and discovery tools provider Compare Metrics, Urban Decay has launched its ‘product discovery’ solution to help shoppers discover the right product to fit their needs and preferences. 

Higher conversion rates

It’s understood that the new navigation experience – based around content curation, adaptive navigation and shopping scenarios - has resulted in a 16% higher conversion rate and a 17% average engagement rate.

The project addressed that fact that Urban Decay’s products were not always easily discoverable to their worldwide client base. Content curation is extending the value of existing product detail and has added a new layer of merchandising language to help shoppers quickly find their next cutting-edge Urban Decay product.  

Careful curation

The Compare Metrics content curation team was able to make use of existing product detail page content to create attributes such as ‘finish’, but decision-critical attributes like ‘colour’ and ‘shade’ had to be created and tagged as new product data. 

The team then carefully curated each product to make important decisions about their classification and merchandising. For example, it found that Urban Decay products like its popular eyeshadows ‘Flash’ and ‘Rockstar’ would be more easily discoverable when classified as ‘purple’.

Supporting brand culture

This new set of rich merchandising data is key to Urban Decay shoppers being able to browse and filter products in a natural way, narrowing their selection to the most relevant and enticing set of options. 

“We continuously look for ways to encourage our customers to express their independent spirit and style,” said Katherine LaFranchise, AVP of digital at Urban Decay Cosmetics.  “We are thrilled to bring them a revolutionary way to experience our unique brand culture and more easily discover the Urban Decay cosmetic products they will love.”

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