Lancôme is showing the world of beauty a new way of serving mobile shoppers by embracing Progressive Web Apps – the new disruptive mobile web technology pioneered by Google. By partnering with Mobify, the only platform for Progressive Web Apps (PWAs) for commerce, Lancôme is profiting from a brand-new approach to mobile commerce and engagement.
The move to deliver an app-like experience on the mobile web is a natural progression for a company obsessed with connecting richly and deeply with consumers. State-of-the-art customer engagement, individualized shopping experiences, and innovation based on diversity are all part of the DNA at Lancôme and its parent company, L’Oreal. So it made sense to create mobile shopping experiences with the same type of relentless focus on what the customer needs – according to his or her behavior, lifestyle, and preferences in that moment.
Mobile Growing but Not Converting
Throughout 2016, Lancôme Vice President of Digital Marketing & Ecommerce Malik Abu-Ghazaleh was paying close attention as Lancôme mobile traffic steadily increased. Mobile had become the dominant source of traffic, a signal of a new opportunity to meet shoppers in their mobile moments of need. Yet, while traffic was growing, analytics showed mobile sessions were about one-fifth as likely to convert as desktop sessions.
“Initially, we were exploring an iOS app but when we saw Mobify’s Progressive Web approach we knew we wanted to deliver an app-like user experience that was reliable, fast, and engaging.”
The impediments to mobile success were many. The overall performance was too slow, as rich content – while captivating to customers on desktop – was increasing mobile page loads. On top of this, the mobile user experience was full of friction and didn’t allow shoppers to move quickly through the purchase process.
After hearing a Mobify customer speak at a conference on their success with native mobile apps, Abu-Ghazaleh tapped Mobify to investigate how Lancôme could capture the high-converting features available in downloaded native apps, and bring them to Lancôme’s much larger audience on the mobile web.