New e-Commerce solutions and capabilities are providing retailers with prime opportunities to expand their brands internationally. In response to these new developments, hair, skin and body cosmetic provider LUSH Cosmetics has selected Demandware to power three new North American e-Commerce storefronts: U.S. English; Canadian English; and Canadian French. LiveAreaLabs and Precision Design will partner with Demandware to design and roll out the sites.
The Demandware Commerce platform features a variety of customer experience applications and cross-channel merchandising capabilities. Primary goals of the implementation include creating a more content-rich experience for loyal customers and increasing site efficiencies during times of peak traffic, according to Mark Wolverton, President and CEO of LUSH Cosmetics, North America. LUSH Cosmetics’ existing web sites require manual intervention from marketing and development teams, preventing the retailer from focusing on customer interaction and experience, he noted.
“We wanted to provided more stability during periods of high demand,” Wolverton said. “We also wanted to acquire the features that come with a more robust back-end integration, such as better stock control, customer relationship management and expanded payment offerings. Demandware provides an obvious path towards these goals without compromising the unique feel of shopping online with LUSH.”
Through Demandware Commerce, the retailer’s web administrators can control all aspects of the storefronts in a more seamless manner, according to Adam Forrest, Senior Product Marketing Manager for Demandware. “A retailer’s competitive advantage does not come from managing IT infrastructure, but in the ability to innovate and meet consumer expectations,” he said. “Demandware Commerce empowers retailers to create effective and tailored shopping experiences for consumers across all digital channels, including web, mobile and call centers.”
LUSH Cosmetics currently is testing and comparing a platform constructed in-house in the U.K. to the Demandware offering to determine options for a worldwide rollout, Wolverton noted. The Demandware solution provides tools that allow retailers to adjust their e-Commerce sites to reflect local languages, customs, preferences and cultures.
In an effort to boost customer interaction and encourage ratings and reviews, LUSH Cosmetics will tap into Demandware LINK marketplace partners Gigya and PowerReviews, socially driven feedback solutions. “We have a very honest approach to our customers and our products have a very personal story behind them,” Wolverton said. “We like to hear from our customers directly about our products and their personal experiences with them. We aim to provide a transparent online shopping experience that allows these customers to share their experiences in an honest and open way, and we plan to develop these initiatives further.”
The new partnership with Demandware will connect LUSH’s e-Commerce initiatives and social experiences more thoroughly, Wolverton noted. “We see a big part of the future of e-Tailing as a strong balance between e-Commerce functionality and social integration,” he explained. “People want to buy from and engage with e-Tailers based on the popular opinion of their friends, wider social circle and general public opinion. The ability simply to offer buying online is no longer enough for retailers. Retailers need to stand out by providing a platform where customers’ opinions can be heard, which we plan to expand in more creative ways.”