L'Oréal Professionnel is a brand of the professional products division of L'Oréal Group. With the Web Factory project, L’Oréal Professionnel aimed to create a unified B2C brand identity by revamping every subsidiary’s site while still granting countries the autonomy to be adaptive and creative.
Harmonizing the brand’s online presence throughout the world
The marketing goal of L’Oréal Professionnel’s new platform was threefold:
- to coordinate marketing strategy across the globe while allowing for content localization
- improve the quality of global marketing content delivery
- and speed up brand rollout to new geographical markets.
In terms of technology, L’Oréal Professionnel needed to onboard the brand on Sitecore (the solution adopted at Group level), provide a high performance platform (less than 3 seconds to load a page), and move away from unnecessary website development for geographically-dispersed markets. Business goals included optimizing web development ROI, licensing CMS software, and pooling resources for content hosting and other third party activities. Time-to-market and cost reduction were also targeted.
A simplified, more flexible content management platform
The solution includes a custom site cloning tool for creating new sites, based on a ready-to-adapt, complete master. A “toolbox", including multimedia contents, allows each country’s editor to build pages that are perfectly adapted to suit specific needs. The customer-centric template produced by Valtech for the French and UK markets thus became the default website for countries with a small digital presence. Each local team still has a great deal of leeway to adapt their local site and make it culturally relevant.
The project is supported through a user guide, training on the new solution, as well as change management and global governance initiatives to ensure the smooth implementation and use of the new platform.
14 months passed between the first go live and the 17 localizations of the customer-centric website (including China and India), and it now takes just 10 days for Valtech to set up a new one.
The new Factory organization has also challenged the way countries interact with each other, thanks to the new ecosystem it gave rise to and the fresh synergies it engendered.
The number of unique monthly visitors increased by 35% and the site’s SEO rankings rose above those of L’Oréal Professionel’s three main competitors.
Customer satisfaction with the new website increased by 40%.