Project Website, CRM and online salesSector Luxury & Watchmaking
Context
The online catalogue presented products, not answers. A client unfamiliar with the range had to guess what suited her, and a loyal client could not find what she had bought six months earlier. The salon held its own knowledge of the client — skin type, sensitivities, treatments received — which the site ignored entirely. Internal search understood neither abbreviated range names nor uses phrased differently from the catalogue.
Challenge
Advising without interrogating: a diagnostic questionnaire discourages, and the absence of advice leaves the client alone before a range she does not master. Guidance had to come from what is already known rather than what is asked, and search had to understand the client’s words rather than the brand’s.
Objectives
- Structure the catalogue by use and skin type rather than by range.
- Equip search and filtering engines with the clients’ vocabulary.
- Make repurchase an immediate gesture in the client space.
- Connect online history with the salon’s knowledge.
- Carry loyalty without a points programme or promotional mechanics.
Catalogue, advice and loyalty in one journey, with a history following the client from one purchase to the next. Search understands the client’s words, and the salon retrieves online what it knows of her.
Areas of expertise
Customer Portals & Loyalty
CRM & Customer Relations
Search Engines & Filtering
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