OCMS REDESIGN 2013 NEW NAVIGATION PRESENTATION
OVERVIEW - As part of the website redesign, we have proposed a revised navigation in order to facilitate customer search and conversion - Sources used: - Usability study - Google Analytics - OCMS country best practices - Competitor survey
KEY SUPER-CATEGORIES
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
HOME FRAGRANCE
Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena
Badian Baux L’Occitan Verdon Vetyver
Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories
SUB-CATEGORIES CATEGORIES
SUPER-CATEGORIES
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
COLLECTIONS is #1 • Should remain in first position, because this category lost 50% of clicks in our usability study when moved to the right side • Title recommendation is “Collections”, because: • It is more accurate than “Ingredients” (for example, La Collection de Grasse) • Customers better understand “Collections” as a way to shop (versus Ingredients)
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
SKINCARE is #2, FRAGRANCE is #3 in order of importance to brand strategy and sales
BODY & BATH is #4 “Body” written before “Bath” to qualify the products of this segment
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
HAIR CARE is #5, MEN is #6, GIFTS is #7 (no changes) CUSTOMER FAVORITES is no longer on top navigation, but should be incorporated into each super-category, plus GIFTS and OFFERS. • CUSTOMER FAVORITES is the preferred wording to BEST SELLERS, as it is customer-oriented versus salesoriented from our perspective.
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
WHAT’S NEW moves to #7 from left side • As content relates to section #8, below New OFFERS is #8 • Added to support e-commerce • Can set it to automatically drop-down on page load (see next slide)
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
WHAT’S NEW should be replaced by SALE and HOLIDAY at the appropriate time periods
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
END OF COLLECTION
CATEGORIES & SUB-CATEGORIES GENERAL NOTES
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
HOME FRAGRANCE
Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena
Badian Baux L’Occitan Verdon Vetyver
Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories
• Each super-category can feature up to 4 categories of product groups / ways to shop • Additional categories can be hidden from the drop-down, and shown on the left-hand column after one of the featured sub-categories is selected (see next slide)
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
WOMEN’S FRAGRANCES MEN’S FRAGRANCES
Shown in drop-down
HOME FRAGRANCES SHOP BY PRODUCT TYPE Eaux de Toilette
Eaux de Parfum Eaux de Colognes Roll-on Perfumes Solid Perfumes DISCONTINUED Travel Sizes
Not shown in drop-down Extra categories include: • Additional ways to shop • Discontinued products
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
HOME FRAGRANCE
Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena
Badian Baux L’Occitan Verdon Vetyver
Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories
We recommend that you fill unused columns with images linking to other site content and/or conversion tools • We will provide a selection of images • Others can be customized locally
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
HOME FRAGRANCE
Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena
Badian Baux L’Occitan Verdon Vetyver
Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories
Subcategories will be organized as follows, similar to the existing structure: • Collections are always listed alphabetically • Some categories listed in order of product usage • Others listed in order of traffic received (GA)
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
Throughout the navigation, where applicable, we have added: • Travel Sizes: to highlight our offering • Eco-refills: to highlight our offering • Customer Favorites: to showcase our most wellloved products by region – a popular competitor practice • Men’s products: to facilitate navigation for men • Discontinued products: to support e-commerce, as these products are often web exclusives and the objects of customer web searches
CATEGORIES & SUB-CATEGORIES SECTION BY SECTION
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY COLLECTION Almond Angelica Aromachologie Bonne Mere Cade Cherry Blossom Eaux de Provence Fleur Cherie Immortelle
La Collection de Grasse Lavender Pivoine Rose Shea Butter Verbena Verdon Customer Favorites Discontinued Collections
BOTANIST’S GLOSSARY
DISCOVER WHAT’S NEW (Customizable)
• Organized alphabetically by Collection • New recommendation: feature “Best Sellers” and “Discontinued Collections” at the end of the list • Include links to Botanist’s Glossary and new Ingredient word cloud (see next slide) for ingredient-oriented customers
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
Background image changes upon ingredient roll-over. A click will bring the client to that ingredient category page.
NON DEFINITIVE MOCK UP AVAILABLE FALL 2013
NON DEFINITIVE MOCK UPS AVAILABLE FALL 2013
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE
SHOP BY SKIN CONCERN
Cleansers Toners Serums Moisturizers Eye & Lip Care Scrubs & Masks Sun Care Customer Favorites Travel Sizes
Hydration & Vitality Global Anti-Aging Lines & Wrinkles Uneven Skin Tone Nutrition & Protection Purifying & Mattifying Men’s Face Care
SKINCARE DIAGNOSIS
DISCOVER NOW (Customizable)
• New product type: Serums (Immortelle, Angelica) • New skin concern categories: Purifying & Mattifying (Angelica Lemon) and Men’s Face Care • Banner for Skincare Diagnosis recommended to support conversion
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
HOME FRAGRANCES
Cherry Blossom Eaux de Provence La Collection de Grasse Lavender Peony Rose Verbena
Badian Baux L’Occitan Verdon Vetyver
Candles Room Sprays Diffusers Scented Sachets Pillow Mists
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•
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FRAGRANCE FINDER
Personal fragrances now primarily organized by Collection, as many customers do not know the different between product types (EDT vs. EDP) • This option still possible from category pages New Men’s Fragrance category added to clearly feature 5 Collections available. (Men’s > Fragrances was #2 most visited sub-category in Men’s) Feature the Fragrance Finder to support conversion
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
• • • •
BODY CARE
BATH & SHOWER
HAND CARE
Moisturizers Slimming Firming Deodorants Foot Care Massage Mom & Baby Travel Sizes Men’s Body Care
Shower Gels Traditional Soaps Bath Care Exfoliators Eco-Refills
Creams & Moisturizers Traditional Soaps Liquid Soaps Treatments & Scrubs Travel Sizes
DISCOVER WHAT’S NEW (Customizable)
New Slimming & Firming categories to promote our Almond product benefits New Mom & Baby sub-category (#9 search term is “baby”) Better differentiation between Body Care vs. Bath Shower, no repeated sub-categories Hand Care now has its own section • Second most clicked sub-category currently (1/3 clicks) • #2, #14, #15 most used search terms
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE
SHOP BY HAIR CONCERN
Shampoos Conditioners Treatments Eco-Refills Travel Sizes
Repairing Volumizing Color Protection Sensitive Scalp Anti-Dandruff
ECO REFILLS
DISCOVER WHAT’S NEW (Customizable)
• Anti-dandruff category added as hair concern type • Hair care is a great example of where we can feature eco-refills and travel sizes • Shop by Collection will be available as a third way to shop on the category pages
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE
SHOP BY COLLECTION
Shaving Face Care Fragrances Bath & Shower Deodorants Body Care Hair Care Travel Sizes
Badian Baux Cade L’Occitane Verdon Vetyver
DISCOVER WHAT’S NEW (Customizable)
FRAGRANCE FINDER
• Shaving & Face Care now two separate categories due to large amount of each product type • Represents 1/3 of all Men’s category clicks • Shop by Collection added as there are 6 men’s ranges
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS GIFT IDEAS Gifts for Women Gifts for Men Little Pleasures Gift Cards Spa Certificates
GIFT CARDS
CUSTOMER FAVORITES
GIFT FINDER
• Offer pre-selected gift categories in addition to the traditional Gift Finder • Feature categories such as Customer Favorites (Best Sellers) and Gift Cards to suit market and holiday needs
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
PRODUCT A
PRODUCT B
PRODUCT C
• Feature up to 4 novelties in drop-down • Direct click on “What’s New” brings customer to landing page with all novelties
BATH & BODY
COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS
END OF COLLECTION
• Feature up to 4 current offers • You may choose for this drop-down to automatically expand when each customer visits the homepage • We recommend also featured discontinued products on this page
APPENDIX
NEW SUPER-CATEGORY PAGE The top 3 best selling products from the entire super-category
The 3 most recent products from the entire super-category
The 3 latest 4 or 5 star (flower) reviews marked as “positive� from the entire super-category
NEW CATEGORY PAGE Products will be featured in order of best-sellers
NEW SUB-CATEGORY PAGE Products will be featured in order of best-sellers