Webmastering on Salesforce Commerce Cloud for SkinCeuticals

The SkinCeuticals cosmetics brand, a subsidiary of L’Oréal, is present in many countries. In its digital marketing strategy, a promotional calendar evolves on a weekly basis. The KNR Paris agency is responsible for updating the site.

Client
SkinCeuticals
Technologies
Salesforce Commerce Cloud

The KNR Paris webmastering offer for Skinceuticals

The Skinceuticals cosmetics brand, a subsidiary of L’Oréal, is present in many countries. In its digital marketing strategy, a promotional calendar evolves on a weekly basis. The KNR Paris agency is responsible for updating the various localized versions of the site.

In practice, this means making in-depth changes to the various locations on the site:

– produce and, above all, integrate visual and editorial marketing assets
– update the product catalog while maintaining the graphic balance
– implement promotions, their duration and method of calculation
– define wording consistent with content
– develop landing pages for certain featured products.

Daily update management for weekly promotions

Every week, we modify Skinceuticals’ Salesforce Commerce Cloud site to adapt it to the current marketing theme. Our most visible intervention is to push forward the campaign’s promotional block.

But behind this seemingly simple highlight lies the configuration of the calculation of promotions according to basket content, as well as the implementation of all the site’s graphic assets, some of which are dynamically managed.

We also handle product availability and out-of-stock indicators, banners on the homepage and category page, and promotional messages on product pages. More generally, all advertising space is used to support the current promotion.

To keep them in line with current offerings, we update our online products and add new ones as required. In concrete terms, this means modifying editorial content, clickable blocks and additional promotions for each product. In terms of SEO, we implement the articles in the blog and constantly adjust the meta descriptions, URLs and redirects.

Of course, we are also involved in seasonal or short-term campaigns such as Mother’s Day.

Every week, Skinceuticals offers a different promotion. By immediately applying this marketing calendar to your catalog, you can maximize your conversion rate for

Designer page

Our mastery of Salesforce Page Designer means we can act quickly on the user interface. We work on the navigation elements of the entire site, for example inserting the top bar above the menu and updating the sections and categories on the home page. With the addition of banners, a reminder banner for the current campaign or a push message, these are essential elements that guide visitors through the purchasing act.

Finally, we can intervene at landing page level, in particular to integrate conventional promotions (with discount code) or dynamic promotions, which will be calculated according to the contents of the basket.

In addition to the graphic aspect, we ensure that Skinceuticals respects their customer relations policy. Depending on the UTMs embedded in the URLs of each customer’s own links, we direct them to their individualized loyalty offer. For example, VIP customers who click on their newsletter receive a 20% discount on their shopping basket.

Cutting lead times with Salesforce

As we’ve said, the downside of Salesforce Commerce Cloud’s versatility is its learning curve. Few webmasters are fully proficient in CRM, which means that some service providers have very long lead times.

At KNR, we have long experience of this software, and even have a reputation for getting it to do things it’s not supposed to, like immersive animations, for example.

Thanks to this, we’re particularly responsive and agile, especially as we’re a small organization, far removed from the unavoidable but sometimes pachydermic players.

One Salesforce campaign a week: the secret of our responsiveness

KNR Paris doesn’t impose long deadlines, and we’re responsive enough not to need tickets for the slightest intervention.

When you love what you do, you love doing it well. It’s this love of our work that enables us to get campaigns online in record time, with no room for error. Delivering four Salesforce campaigns a month, who can beat that?

The secret of this performance lies with our people, and we’re proud of them. We have placed a Salesforce Commerce Cloud B2C Developer certified webmaster with over 6 years’ experience at Skinceuticals. Working remotely, our consultant concentrates solely on his customer, a resource allocated 100% to creation and webmastering.

Each consultant is led by a project manager who acts as a high-level interface with the client, and who can call on the strike force of the entire agency if necessary.

Each consultant is led by a project manager who acts as a high-level interface with the client, and who can call on the full strength of the agency when needed.

Beyond technology

We make it a point of honor not to be just technicians, because we all know what a technically successful IT product looks like, but designed without the user in mind.

On the contrary, we’re convinced that the user interface is not enough, and that the user experience – the UX – makes all the difference. This has become our trademark, to the point of being recognized for our landing pages, which draw visitors into their own unique world. We focus on the emotional aspect of interaction.

We pride ourselves on creating user experiences that are consistent with the brand’s identity. We’re convinced that beauty matters in e-commerce, and particularly in the fashion, luxury and cosmetics sectors. With six years’ experience working with the most exclusive brands, we know all the industry codes and how to create the best messages for our customers.

We know their requirements and constraints, their needs and their markets, which makes us the marketing agency of reference in the luxury sector.

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