L'Oreal 3-Pronged Mobile Approach
In the afternoon’s first keynote, Sarah Liang Kress, director of interactive marketing, L’Oreal USA, talked about how the cosmetics giant has aligned its mobile strategy with its three main audiences: cosmetological students, professional hairdressers, and consumers. Based on its own data and third-party research, L’Oreal wound creating an iPad app for students to use in class, a smartphone app for hairdressers, and a mobile site to reach the wider consumer audience.
For students at its academy, being issued an iPad and companion classroom app, it led to cost-savings on textbooks and an increase in applications. The smartphone app aimed at hairdressers, led to an increased use of less popular hair coloring products, and 18% sales increase for a new hair color line introduced last fall. On the consumer side, the non-e-commerce mobile site accounted for 18% of all traffic and a 22% increase in salon finder searches. The most popular day among mobile Web users was Saturday.
Recent Show Daily Articles
-
AdStack's Reiser Offers Takeaway Quick Hitter May 4, 11:30 a.m.
In a trenchant tweet, AdStack CEO Evan Reiser summarizes the key takeways from the Email Insider ...
-
Stewart: McKinsey Offers Emailers Food For Thought May 4, 11:23 a.m.
Trendline Interactive's Morgan Stewart says he was inspired at the Email Insider Summit by Draftfcb executive ...
-
Data Mining, Relevancy At Scale Key Email Marketing Themes May 4, 11:14 a.m.
At the Email Insider Summit, Rapleaf CEO Phil Davis says he's taking away from the conference ...
-
Monday Morning Mobile Meeting Scheduled At Care.com May 4, 11:03 a.m.
Now for the finale, the last panel in the Email Insider Summit. Panelists are charged with ...
-
Adconion's Currie Says "Don't Be Deceptive" May 4, 10:39 a.m.
As big brands consider performance marketing, Adconion Direct's Amanda Currie says hurdles in convincing them include ...
-
Beyond.com Exec: Consider "Relevant Time" For Email Programs May 4, 9:48 a.m.
Beyond.com's Geri Weltz says at the Email Insider Summit that if a company can't capitalize on ...
-
AdStack's Reiser: "Best Metric You Can Use Is Revenue" May 4, 9:42 a.m.
At the Email Insider Summit, Beyond.com's Geri Weltz says the company has an in-house content management ...
-
Twitter Feeds In Email Offer Opportunties To Build Engagement May 4, 9:24 a.m.
Real-time in-box activity has such potential on paper. An Email Insider Summit panel will now try ...
-
Google Analytics Has Been Helpful At PaperStyle May 4, 9:14 a.m.
With his keynote at the MediaPost Email Insider Summit, PaperStyle.com's David Grocer says his company has ...
-
Grocer Offers David & Goliath Story May 4, 8:56 a.m.
David Grocer, a PaperStyle.com executive, is kicking off the third day of the Email Insider Summit ...
Be the first to comment on "L'Oreal 3-Pronged Mobile Approach"
Leave a Comment