During the pandemic, stores and beauty salons closed for months, meaning that 100% of Dermalogica’s sales went online. Shoppers who would usually shop exclusively in stores or at their local Dermalogica skin centre were now flocking to the site, and they needed a more simplified user experience than their other digitally native customers.
As a business whose in-store sales were founded on the concept of an in-depth, face-mapping skin analysis, a professional consultation service to guide customers to the best products and treatments for their skin, Dermalogica were faced with a unique challenge: how to translate the extremely tactile, personal experience of shopping for premium skincare into the digital space, and ensure that the site became a viable option for those who were used to an in-store experience.
They knew that in order to convert and retain all this new traffic, they needed to identify the key touchpoints onsite at which customers could most benefit from a more consumer-friendly, elevated commerce experience, and deliver for them the same high quality experience they were used to from their in-store visits. Dermalogica’s ecommerce team had used Nosto for about a year at the start of the pandemic and had already been impressed both with the flexibility and performance of the tool, and the tactical and strategic advice they received from their CSM.
Together with their CSM, they identified three key touchpoints.