REVIEWER: Christine Robles, director of e-commerce for Laura Mercier.
BACKGROUND: In 1996, Laura Mercier developed Laura Mercier Cosmetics with Janet Gurwitch, founder and CEO of Gurwitch Products, to benefit women of all ages and skin types. The line is based on a classic and always-current palette, rather than seasonal trends only. Available in more than 400 stores - Neiman Marcus, Henri Bendel, Bergdorf Goodman, Saks Fifth Avenue and Nordstrom - and more than 24 countries, the line now includes skin care, body and bath and fragrance lines. Laura Mercier employs approximately 400 people and is headquartered in Houston, Texas.
PLATFORMS: Because Coremetrics follows an ASP model, we are not responsible for the installation or maintenance of any hardware, software or operating system. All our data is housed and protected in Coremetrics' secure data warehouse, and we access our reports through a Web browser.
PROBLEM SOLVED: Prior to implementing Coremetrics' services in February 2006, we were looking at our Web site's log information only. We sought a robust solution to provide deeper analytics into user behavior. We were able to determine that on-site search was a very popular tool and focused our efforts on making improvements. A Coremetrics business analyst made specific recommendations based on industry best practices and conversion increased as a result. On another occasion, Dr. Phil featured the Laura Mercier Lip Glace on his show during a slot where his wife ran through her favorite beauty products. Coremetrics was able to provide visibility into orders coming directly from the link on the Dr. Phil site. Overall, orders increased by three times in a single day. Our online marketing team uses the reports generated by Coremetrics to determine and analyze conversion rates and has seen on-site search improvements up to 23 percent since implementation.
PRODUCT FUNCTIONALITY: Prior to implementing Coremetrics, three people in the online marketing team were viewing log files. Now we mainly focus on the marketing and merchandizing reports and use Coremetrics analysis of paid search keywords to optimize our paid search campaigns. Coremetrics natural search and on-site search reporting by search string tools serve as a crucial discovery mechanism to help us expand our key words. The merchandizing reports help us develop the most effective cross-sell approaches.
STRENGTHS: Our company utilizes the various reports that Coremetrics' solutions provide, and we benefit from the various different reports, including top line reports and conversion rate reports. We have seen a 20 percent growth rate in the last fiscal year. As we become more familiar with using Coremetrics' services and add more people to our online marketing team, we anticipate the ability to increase the adoption curve and analyze the more detailed reports.
WEAKNESSES: There is almost too much information generated each day for our small team to manage, and we have a hard time keeping up. For this reason, having a Coremetrics' business analyst working with us is so important, as they can help us prioritize, make recommendations and keep us focused on the areas that will give us the greatest returns.
SELECTION CRITERIA: Coremetrics offered the most robust solution with maximum information results from reports. Coremetrics' offering was the most comprehensive solution with the most relevant reporting tools that were in line with our online business needs.
DELIVERABLES: The marketing and merchandizing reports are instrumental to providing useful information and developing our on-site search strategies. The Coremetrics' application delivers multiple reports and various ways to analyze Web site traffic. We use the reports flexibly as useful tools in analyzing the marketing needs of Laura Mercier.
VENDOR SUPPORT: Pre-implementation support was solid. We were provided appropriate content and instructions in a timely manner. Post-implementation has been exemplary. Any questions or concerns are addressed quickly. Our business analyst normally takes it a step further by constantly thinking of ways to increase our business and help us take advantage of the wealth of information that is available.
DOCUMENTATION: The documentation is very easy to use and understand.
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