Creating an In-Store Experience with Decision-Making Tools Online
While some products are easy to compare online, some may take a bit of a closer look. It’s especially a challenge for fashion and beauty brands, where colors and styles may look different online.
Neutrogena recognizes the value of providing an engaging digital shopper experience to drive sales and loyalty, and needed to provide the content and tools to help customers find right products.
In addition to creating an immersive product detail page with rich enhanced content, Neutrogena also worked with Syndigo to produce a custom interactive product selection tool to guide consumers with a series of questions in order to recommend the cosmetic product(s) that best met the needs of each individual shopper.
“Neutrogena faced a significant barrier to purchase – consumers could not test cosmetic items in store,” explained Jenny Stingle, Neutrogena Cosmetics Brand Manager. “The Shadefinder tool overcomes this hurdle, providing custom recommendations and enabling consumers to virtually ‘try on’ products.”
With the Syndigo Product Selector, Neutrogena created a virtual personal shopping assistant online, providing the most relevant product recommendation to the shopper. By educating shoppers, the brand helped to deliver higher purchase intent.