Other projects of interest
The Challenge
Dermalogica needed to organize its product information to provide clarity to its eCommerce visitors, who had difficulty finding and purchasing their items due to the inefficient search function on its website.
They were also looking to improve their internal operations since the product upgrade process was very lengthy and required content teams to use the company's financial system to manage product information. This caused delays and affected the quality of information. In addition, when a product was out of stock, they couldn't offer related products due to system limitations, affecting sales, as well as the ability to attract and retain customers.
The Solution
Implement the DynamicWeb eCommerce suite
The solution proposed by Novicell was to implement the DynamicWeb CMS and integrate it with its powerful PIM system. In this way, it was possible to incorporate an effective search system and options to filter products in the Dermalogica online store.
Dermalogica was able to update its products directly from the PIM system, thus saving time in creating content and offering consistent and quality information to its customers.
The products are displayed together with images, descriptions and related content, allowing customers of the web store to filter their searches based on their needs and skin type.
Thanks to the optimization of the brand image and the effectiveness of its eCommerce, Dermalogica has made it more attractive to buy its products at local skin care clinics. Customers who shop at local clinics earn points that they can use in the customer club of Færch A/S, the company that distributes Dermalogica and other related brands.
So far, the solution has three B2C online stores for the Dermalogica, Clean Start and Jane Iredale brands, as well as a B2B online portal called Kosmetolognet, where clinics can order their products quickly and effectively.
Results
The results obtained are remarkable. In less than four months, Dermalogica obtained an eCommerce Suite solution that includes a B2B and three B2C stores.
One of the main advantages is the ability to enrich and update the product information of each website from a single solution: the DynamicWeb PIM system. This has allowed the Dermalogica team to save a significant amount of time and valuable resources.
On each website, products are presented with high-quality images, detailed descriptions and related content so that visitors can find exactly what they are looking for.
Thanks to the new search function and filter options, customers can easily find the product they need. In addition, if the product is out of stock, they are offered related product options, significantly increasing the chances of buying.
Internally, DynamicWeb solutions have made a big difference, since they have made it possible to automate many manual processes. As a result, the company now has more time to create quality content and provide customers with an overall improved experience.
“In less than four months, we were able to implement an eCommerce Suite solution that includes one B2B and three B2C stores. In addition, we can now offer customers related products when a product is out of stock, which has significantly increased the chances of buying.”
Mai Herold
Marketing Manager of Færch A/S, Dermalogica's distributor