e.l.f. Cosmetics was one of the earliest beauty brands to use ecommerce, and it has since undergone a transformation to provide a connected experience for its customers.
The transformation required integrating the company’s marketing, ecommerce, and service systems. This has enabled e.l.f. Cosmetics to better understand customer behaviours, use artificial intelligence to improve customer engagement, create personalised customer journeys, and reduce service issues.
As a result, the company increased daily browse-to-buy conversion rates to levels only previously seen on Black Friday and saw a 50% decrease in daily customer service tickets.
The experience has given Ekta Chopra, Chief Digital Officer for e.l.f. Beauty, insights into what organisations should consider before embarking on an integration project. Her recommendations are to:
- Make sure you have someone with integration expertise on the team with a deep knowledge of your architecture.
- Take a use case-based approach by designing the integrations for real-world situations.
- Understand what inputs are necessary for each use case before getting started.
- Map out your customer journeys.
To help plan integrations for key use cases, Chopra recommends using Salesforce Solution Kits. These kits lay out the best practices and materials needed for common use cases, including abandoned shopping carts, personalised recommendations, and order histories.