And pass in addition to potential Union blockadesIndeed the French more 50 years to is wrongCareer opportunitiesThere is a general trendThe new circumstances could change its mindIf that is really your way do not not soThe last meeting took place yesterday eveningBernard Kouchner Adviser on strategic and multilateral affairsExpect to see clearer said a banker of placeWe deem on exhibit hammer unions in choirIt is a possibility which we think confirms in ZurichDo more simply beautiful, but be useful: this is the approach chosen by the Clarins group, which swapped its institutional site for an online store. This on the Web since 1999, the brand of cosmetics had already tested on perfume launches e-commerce. The new site revisits electronic commerce by positioning itself in a philosophy of service. In marketing jargon, it is "consumer insight". As his ambition is to recruit and retain the visitors, preferred the faithful and interact with clients to be closest to their expectations. "By providing direct access to the consumer, this site will allow us to enrich the relationship with customers and prospects and, in the end, the relationship that the brand maintains with its distributors," says Eric Bordron, Director e-commerce of the Clarins group. History not to worry the signs by promising to improve the knowledge of customers and, why not, initiate all promotional operations between physical stores and online shop.
The products are therefore not the essence of the offer. Specific and exclusive services are proposed as of mini-diagnostics accompanied by an "order beauty", videos showing the methods of application, a selection of containers suitable for air travel "Composed your vanity" , etc. Completely new, very eco-responsible and practical, the site currently tests offer "dépackagée": the client can order his usual product without the cardboard packaging and the record that usually accompany clicking supply "brought beauty." "To be that the site may allow a brand experience, but also be able to identify new needs, mix one line with another or get an automatic restocking by subscription", explains Eric Bordron, for whom Internet is "a territory dreamed to do such things". The client is therefore more only estimated in terms of its expenditure! His interest in the proposed content is just as much. "The fact to identify brand ambassadors will become as strategic to identify customers by their level of involvement," predicted Laure Garboua, Associate Director for Nurun, interactive agency which developed in part the site of Clarins. It cited Procter initiative has created a panel of 1 million adolescents, selected for their potential of representation and very invested in the strategy with Tremor, trademarks of the group.
The client based on content
On the site of Clarins, they are also customers who are at the base of the content. "Each offer is powered by the upwelling of the points of sale and not dictated by marketing products seeking to push such reference," adds Yan Claeyssen, Director General of ETO, agency which, in turn, takes the client databases and accompanies the group in its approach. In a few months, with upwelling, ETO will implement a new module to allow the prospects and generate qualified site traffic. This PRM program ("prospect relationship management") operates on the basis of sponsorship: customers can send an email encouraging them to register in a route discovery brand, its products and the site to their friends.
Strong women of the Net to the gente hearing (see box), the cosmetic brands take hand innovation on the Web. L ' Oréal Paris has thus launched its site of e-commerce with a selection of content suitable for mobility, in particular to the Iphone. The editorial line of the site speaks for itself: "How can I help you". Dior perfumes should in turn throw his own in the coming weeks.
Participatory media
Distributors register record growth. For the fourth quarter of 2007, the Federation of distance selling note that 1 user on 10 consulted on average each month at least one of the sites of the Top 5 of the sites of e-commerce of cosmetics. Sephora followed head of Yves Rocher, Club of creators of beauty, Nocibé, and Marionnaud, the hearing of these 5 sites increased from 39 in one year. But Clarins decided not to stay there on the Web. And to try to be even closer to its target women, the group assigned to the sirens of participatory media. The form A site designed to federate "lovers of beauty in all its forms." Launched in October and dubbed "Orsérie, the journal of beauty and well-being", it is written by 200 bloggers "partners", unpaid but with each a link to his own blog. Any Internet user can, if he wishes, write an article and share "the discovery of a luxury spa, exceptional beauty product, give its opinion on the latest collection haute couture, Exchange on a trip in a hotel of dream, etc.", indicates Géraldine post, which has the title of editor of Orsérie, but still employed of Cybion, agency, specializing in business intelligencewho developed the site for Clarins. This women's site with a publirédactionnel should allow the company to "better know the needs of consumers and help them to form an opinion", as its initiator, Olivier Courtin, CEO of Clarins. The mark did not wish to appear on the page to "guarantee the independence of the site", but would like to "be used to observe trends of society." Not wanting to lie by omission, the name of the group appears in the heading "A comment". Claiming 15,000 unique visitors per month, the site has however that very few comments posted for the moment.
The approach however perplexing. "It is surprising that a brand creates a site," notes Elise Gilbert, Director Duke Interactive Board. With Carine Ténard, strategic planneur at Duke, she studied Orsérie. Their analysis "It runs in a vacuum." The contents are not exclusive and some articles are just revivals of other blogs. Want to open to the public is praiseworthy, but the editorial line is too shaky to encourage accession. The mark would benefit from his presence and should unite around his name. In addition, it is incomprehensible that there is no more synergy between Orsérie and the Clarins.fr site. "He is remembered for the fake blog"the journal of my skin"launched in 2005 by Vichy, quickly unmasked by the blogosphere. The mark had to make his mea culpa online. Last December, volunteer staff of the women's collaborative site Ladiesroom conducted the "avatars strike" by discovering the instigator of the project, influence marketing agency Heaven.
Since then, companies have to heart to play the transparency. On the site of l ' Oréal Paris, users are invited to respond once per month in connection with events. But the industrial guard hand on the editorial line and announces the color. In another kind, Celio sponsors, there yet any clarity, Sophie Kune blog, "you men, the advice of a wise pro-mâle" which incorporates colours and graphic codes of the brand of men's clothing. In this turmoil, it remains to hope that Internet users arrive to the wheat from the chaff.
