It looks like Lancome is counting on last-minute mobile shopping this year. With little more than a week before Christmas, the cosmetics giant on Monday announced launching revamped mobile- and tablet-optimized sites to capitalize on holiday shopping and m-commerce across devices.
Designed and built by SapientNitro, Lancome’s updated mobile properties include product detail pages featuring color swatching, videos, how-to information and user reviews. The more user-friendly interface is intended to streamline browsing of categories like new products, skin care, and makeup, as well as multiple subcategories, through a series drop-down menus.
A simplified checkout process is aimed at driving more sales. The mobile relaunch also features a holiday gift guide that allows customers to shop by price and category. Powering m-commerce for Lancome’s mobile and tablet storefronts is Demandware, which makes a digital commerce platform for desktop Web sites and mobile apps and sites.
“Our customers are looking to experience and purchase Lancôme products in many different ways. We’re providing her with the opportunity to do so, while extending the service and experience of Lancôme beyond the department store,” said Alessio Rossi, VP of digital strategy, in a statement.
Jaspreet Singh, director of digital strategy for mobile and emerging platforms at SapientNitro, said the updated mobile and tablet sites marked Lancome’s entry into m-commerce in the U.S. However, it was the first cosmetics brand to launch a mobile commerce Web site in Japan in 2007.
While Lancome has no iPad app yet, Sing said the company wanted to first focus on creating a more mobile-friendly Web presence on smartphones and tablets to expand its holiday shopping options. “Today’s always-on consumers want to personally connect with their brands across all devices,” he said.