The team behind Deborah Lippmann, the namesake nail care company of celebrity and beauty expert Deborah Lippmann, sought out to marry its educational content with commerce. The brand, which works with fashion houses such as Badgley Mischka, Jason Wu, and Kate Spade during New York Fashion Week, put its focus on rich, shoppable content that connects with customers to make a lasting impression.
By combining product content with a commerce motivator, the company was able to take the shopper beyond what Lippmann calls the “legacy” flat product grid found on traditional e-Commerce web sites. “By commerce enabling content wherever it is on our site — we’ve done it for a little over a year now — we’ve seen every major metric improve,” said Mark Lippmann, Managing Partner, Co-Founder and Head of Digital at Deborah Lippmann, in an interview with Retail TouchPoints. “We’ve seen average time spent on site, average order value and conversions on desktop and mobile increase dramatically.”
The company partnered with Zmags, a content creation and shoppable digital experience platform, to enhance its video content on the Deborah Lippmann e-Commerce platform. The brand’s “Cuticle Care” shoppable how-to video guide on achieving the perfect cuticle, for example, saw a 491% increase in conversions compared to similar experiences, according to Lippmann.
“Expert content is a high-impact way to offer value to our customers outside of the product,” he said. “When done correctly, they’re naturally guided along the path to purchase with a focus on education, not just the sale. We had this in mind when redesigning our product listing pages, such as the ‘Cuticle Care’ shoppable experience. Keeping the product in context by showing how to achieve “the look” or presenting solutions to problems facing our customer is essential to providing a rich customer experience.”
With the Zmags shoppable experience, the content is connected to the products, but it also can stand on its own. For example, if consumers visited the Fashion Week section of the web site, they could watch videos of models wearing a Deborah Lippmann nail color they like. The content then allows the customer to tap on the model’s fingernails, add the product to their shopping cart while it’s being featured and continue to stay engaged without being redirected to product detail pages.
“We used to have these great videos of how to use four or five treatment products with Deborah Lippmann (the manicurist) speaking to it,” said Lippmann. “Then you might have the products listed underneath, but when [customers] clicked on product, [they’d] to the detail page and add it to cart. What I found was consumers just weren’t coming back to that engaging content. We wanted to figure out a way to capture the commerce portion of the journey while they were still engaged.”
Adding A Personal Touch To Content
Delivering authentic content and knowing what your customers want and appreciate is crucial for success. “As marketers, we try to inspire customers around our product,” said Lippmann. “Once we have succeeded, we have to make it easy to purchase. A simple, intuitive and integrated path to purchase from within the content is essential to the experience’s success.”
Taking the strategy even further, all of the Deborah Lippmann branded content — whether it’s Fashion Week recaps or educational videos — features the founder and namesake herself.
“In the current market, retailers have to invest in rich content that cuts through the noise,” said Lippmann. “Valuable, education-first digital experiences are a powerful way to drive metrics like brand loyalty, conversions, time on site and consumer engagement. Deborah’s presence gives our tutorials an expert edge, and customers can feel confident in the information and products. It’s a personal touch that goes a long way.”