STORES Magazine - January 2018 - 47

"We were not using the tool in self-service
mode, but they were providing us with
analytics support to leverage that tool,"
Lesueur says.
With its online presence becoming
more important over time and shoppers'
preferences continuing to shift toward
digital, she says, "Seeing the relevancy of
the analytics, we decided we wanted to
have the tools in-house."
The team also recognized the importance
of maintaining internal visibility into
the results of various initiatives. After
implementing guest checkout in the United
States, for example, they wanted to be able
to track what it was providing compared
with the classic checkout.
Though technology is playing
a more prominent role at many
retailers, making the best use of it
can be difficult. In some instances,
organizations may never realize the
full benefits of the solutions they
deploy. Getting disparate disciplines
such as web designers and marketing
analytics teams to work together
takes more than simply making
technology tools available.
"You can get all the information
you want, but it takes a lot of time,
and only an expert can do it," Ravid says
of many of the offerings in the UX sector
today. In contrast, ContentSquare designed
its solution to eliminate the complexity
often found in other platforms.
"Our tool makes it accessible," she says.
Describing the ContentSquare approach as
"smarted down," Ravid says anyone who
needs to pull data out of the system will
find it accessible and understandable.
"Everyone on the digital team can now
see the value they provide," Ravid says.
HAVE A PLAN TO MANAGE CHANGE
With L'Occitane's past experience
working with ContentSquare, Lesueur says
the platform's implementation in the spring
of 2016 was straightforward. "We did it
with our analytics agency, and it was very
smooth, quite fast," she says.
An effective change-management plan
was a vital component of adapting to the
new system. "It was having people learn
to use the tool and dedicate time for it,"
Lesueur says.
STORES.ORG

Folding the ContentSquare platform
into existing workflows proved to be one
of the more challenging aspects of the
deployment; Lesueur recommends that
companies be very intentional in their UX
system implementations.
Bringing together a mixture of UX
experts, members of the analytics team
and business-side representatives will help
maximize the benefits an organization
will ultimately reap. "It's a habit in the
long term, but in the beginning, make
sure you have resources to make the most
out of it," Lesueur says.
"It's not a tool you can have for the sake
of having it," she says. "You really need
to use it."

Ravid says it's important that all the
right teams have access to information
coming out of the UX platform. "We call
it 'user experience for the people,'" she
says. "You need to make the information
accessible and not have only skewed
data or only make data available to your
analysts."
Before any implementation steps are
taken, she recommends identifying who
will use the information coming out of
the UX optimization system and how
frequently they'll need to access it. "They
need to think about who is going to use it
and how," she says.
MEASURE YOUR RESULTS
Managing the user experience across
a global footprint has given L'Occitane
insight into the value of UX platforms.
"We are working in some countries with
very advanced mobile environments,"
Lesueur says, citing markets such as
Japan and its reputation as an early
adopter of new technology.

"We really had a challenge to make
our sites UX-friendly on mobile," she
says. "ContentSquare enabled us to
run relevant analytics on the website
to change the UX of our mobile sites."
It wasn't just internationally where
those modifications returned significant
results. "They made a real impact when
it came to conversion rates in the U.S.,
where we saw a 25 percent increase in
mobile conversions," Lesueur says.
It's vital that retailers focus on the
details as they work to boost their user
experience. "You can see that small
improvements in UX can make a massive
business difference," Lesueur says.
Continuously measuring results will
help the team manage that level of
granularity without losing sight
of broader goals. For the group at
L'Occitane, improving UX is at the
center of their strategy, and they are
continually looking to develop new
systems for customers, notably for
mobile sites.
"We were looking at key pages
on mobile to make sure we were
focusing on that," Lesueur says.
"Typically, that's the kind of thing
where you can get lost if you're
not focused."
KEEP YOUR EYE ON THE FUTURE
L'Occitane has created a lot of
momentum behind the ContentSquare
tool after seeing it in action. "Our
people are really excited because of how
it makes a difference," Lesueur says.
Additional internal team members are
already being trained so more users
can benefit from it, with the intention
that other regions experiencing website
challenges will soon be able to leverage
the platform to improve their own online
experiences.
The company is also going through
a redesign, Lesueur says. Once that
process is complete, she says, the team
plans to continue moving forward by
using ContentSquare to "run different
analytics to see where we can improve
our conversion rates."
Julie Knudson is a freelance business writer who
focuses on retail, hospitality and technology.
STORES January 2018 47


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - January 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
Retail People
Disruption Is the New Normal in Retail
20 Ideas Worth Stealing
Drug Store Cowboy
C2W
TECHNOLOGY
WORKFORCE MANAGEMENT
OMNICHANNEL
AI
MARKETING
FINANCE
BUSINESS OPERATIONS
STARTUP SPOTLIGHT
SECURITY
HUMAN RESOURCES
POV
Communities
End Cap
STORES Magazine - January 2018 - intro
STORES Magazine - January 2018 - cover1
STORES Magazine - January 2018 - cover2
STORES Magazine - January 2018 - 3
STORES Magazine - January 2018 - 4
STORES Magazine - January 2018 - 5
STORES Magazine - January 2018 - Editor’s Page
STORES Magazine - January 2018 - 7
STORES Magazine - January 2018 - President’s Page
STORES Magazine - January 2018 - 9
STORES Magazine - January 2018 - 10
STORES Magazine - January 2018 - 11
STORES Magazine - January 2018 - Retail Politics
STORES Magazine - January 2018 - NRF News
STORES Magazine - January 2018 - TRENDS
STORES Magazine - January 2018 - 15
STORES Magazine - January 2018 - 16
STORES Magazine - January 2018 - 17
STORES Magazine - January 2018 - 18
STORES Magazine - January 2018 - 19
STORES Magazine - January 2018 - Retail People
STORES Magazine - January 2018 - 21
STORES Magazine - January 2018 - Disruption Is the New Normal in Retail
STORES Magazine - January 2018 - 23
STORES Magazine - January 2018 - 24
STORES Magazine - January 2018 - 25
STORES Magazine - January 2018 - 20 Ideas Worth Stealing
STORES Magazine - January 2018 - 27
STORES Magazine - January 2018 - 28
STORES Magazine - January 2018 - 29
STORES Magazine - January 2018 - 30
STORES Magazine - January 2018 - 31
STORES Magazine - January 2018 - 32
STORES Magazine - January 2018 - 33
STORES Magazine - January 2018 - 34
STORES Magazine - January 2018 - 35
STORES Magazine - January 2018 - Drug Store Cowboy
STORES Magazine - January 2018 - 37
STORES Magazine - January 2018 - 38
STORES Magazine - January 2018 - 39
STORES Magazine - January 2018 - C2W
STORES Magazine - January 2018 - TECHNOLOGY
STORES Magazine - January 2018 - 42
STORES Magazine - January 2018 - 43
STORES Magazine - January 2018 - WORKFORCE MANAGEMENT
STORES Magazine - January 2018 - 45
STORES Magazine - January 2018 - OMNICHANNEL
STORES Magazine - January 2018 - 47
STORES Magazine - January 2018 - AI
STORES Magazine - January 2018 - 49
STORES Magazine - January 2018 - MARKETING
STORES Magazine - January 2018 - 51
STORES Magazine - January 2018 - FINANCE
STORES Magazine - January 2018 - 53
STORES Magazine - January 2018 - BUSINESS OPERATIONS
STORES Magazine - January 2018 - 55
STORES Magazine - January 2018 - STARTUP SPOTLIGHT
STORES Magazine - January 2018 - 57
STORES Magazine - January 2018 - SECURITY
STORES Magazine - January 2018 - 59
STORES Magazine - January 2018 - 60
STORES Magazine - January 2018 - HUMAN RESOURCES
STORES Magazine - January 2018 - 62
STORES Magazine - January 2018 - 63
STORES Magazine - January 2018 - POV
STORES Magazine - January 2018 - Communities
STORES Magazine - January 2018 - End Cap
STORES Magazine - January 2018 - cover3
STORES Magazine - January 2018 - cover4
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