How Globally-Renowned Beauty Brand Boosted AOVs by up to 33% with Yieldify

“Yieldify’s winning combination of technology and team forms a valuable part of our digital strategy for L’Oréal brands, driving increased conversion rates, average order values, and ROI.”

Pilar Ruiz de Temino

Pilar Ruiz de Temiño

Senior Digital Manager

Kiehl’s is a premium brand specializing in naturally inspired skincare, body, hair, and men’s products. Acquired by L’Oréal, Kiehl’s is one of the world’s most recognized and fastest growing health and beauty brands.

Digital has played a major role in Kiehl’s rise including better understanding and personalization of their website and mobile experiences.

The Challenge

Kiehl’s renowned in-store experience is key to the brand’s success with knowledgeable service advisors that can educate customers about each product’s unique selling points and appropriately encourage purchasing and trial.

Replicating these personalized experiences online is not an easy problem. What customers should receive which USP’s, samples, incentives, and upsell opportunities? When during their customer journey is best? How can experiences be delivered in a premium manner?

This problem is especially critical across newer markets like Spain where ecommerce is expected to be a major driver of growth.

Strategy

Guided by behavioral website analytics and industry specific benchmarking, Yieldify identified three major opportunities that were then rapidly tested and optimized:

  • Increase conversion rates with hesitant shoppers by personalizing experiences at the right behavioral touchpoint based on USP’s, sampling, satisfaction guarantees, and delivery options
  • Recreate the popular in-store sampling experience with personalized messaging and sampling targeted at customers with sweet spot basket values and propensities for cross-selling
  • Reduce cart abandonment by personalizing shipping options for customers with specific basket values and expressing exit intent behaviors

Result

Using Yieldify’s data-driven platform to create personalized experiences in real-time, Kiehl’s Spain increased conversion rates across strategies between 33% and 78% and improved average order values between 4% and 33% – growing revenue and building brand loyalty.

33% to 78%

Conversion rate uplift

4% to 33%

Increase in average order value

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