At ICI Paris XL We love to see you shine is not just a mission statement, it is the core belief that drives what we do and who we are. The roots of ICI PARIS XL lie in Belgium, in Brussels to be precise: In 1968, Mr and Mrs Brenig opened a perfume shop in Ixelles, the Brussels neighborhood. Their goal? To bring the luxury perfumes and beauty products of Paris to Brussels. They have aptly named their shop “Ici Paris à Ixelles”: this is Paris in Brussels. Today, ICI PARIS XL is the beauty specialist in Belgium with almost 300 stores across Belgium, the Netherland and Luxembourg. At ICI PARIS XL, we are convinced that true beauty is within. Day after day, we offer our customers professional and personalized services. With our wide range of products, we add a touch of elegance and luxury to our customers life.
Our vision is to “lead the future of beauty by redefining experience and service through a hybrid approach across all channels”. We reach our customers through different channels as they move across their customer journey. We approach them via engaging posts on social networks to drive traffic to the website, then, to accommodate all our customer needs once on the website we propose to them also to download our app to continue their exploring/purchase experience in a more native way. After the purchase they can enroll to our loyalty program to get benefits through purchases made both online and in-store.
With the competition getting more intense year after year, being in the shortlist for EUROPEAN BEAUTY, HEALTH & WELL BEING ECOMMERCE WEBSITE OF THE YEAR is a huge accomplishment for us and another proof point of our team’s process, hard work, dedication, and focus.
Creating a unique, differentiated experiences based on solid strategy is always at the forefront of everything we do here at ICI Paris XL. Working in such a competitive market in which the offline experience is crucial to make purchase decisions, we decided to position our website as a tailored and personalized website in which the online and offline experience are blended and a place in which customer don’t only come to buy, but can interact with other customers that share the same passion. Compared to other competitors which focused their strategy on a race to the lowest price, we decided to put the customer and its online experience in front.
Our mission is “we make you happy by inspiring you to boost your best version” and to make our mission executable we’ve focused our roadmap during the last years on two key pillars: “create the most delightful user experience for our customers” and “enable innovative tools and platforms to support our customers reaching their goals”.
During the last years to pursue our first pillar we’ve reworked our website UX several time following market best practices and customer insights. On top of that, we’ve built a testing pipeline leveraging two tools: digital experience analytics platform to get customers insights and user pain points across the customer journey, and a multivariate testing tools that allow us to test multiple designs at the same time, speeding up 10x our testing capacity.
For our second pillar, we implemented different tools on our website that, as mentioned above, aims to get the same in-store-level of services from our brand also online. Thanks to Live calls from stores, online customers to get directly in touch with one of our shop assistants in store via video calls to get support and their expertise and by checking the Fragrance finder customers can get recommendations of a set of fragrances in two different ways: either by matching their favourite one, or by asking a questionnaire to match her tastes.
For our customers that identifies them self as beauty addict thanks to our Masterclasses and Blog sections they can always find inspiration from beauty experts and Make-Up Artists to discover new style and the right products to create them. On ICI Paris XL, we always encourage peer-to-peer communication and by checking our totally renewed review sections, which has been fully designed and developed internally, customers can find a way to express theirself and share their opinions. For each product they will be able to create their beauty profile adding personal traits which will be displayed next to the review to help other users finding the ones that best match their needs. Thanks to the possibility of adding a shortlist of pros and cons customers can get in a blink of an eye what was good and what went wrong and if they find the right info they can reward customers pictures and review with bunch of likes.
Lastly, since we always aim to strengthen customers trust in our brand we implemented a label to identify reviews coming from a verified purchase.
Being part of ICI Paris XL community means also exploiting all the advantages of the loyalty program. To help customer smoothen the process of using the exclusive beauty member voucher during their purchases we created an ad-hoc section where the customer can see all the vouchers that owns automatically sorted for expiration date and with a simple click, automatically add them to the cart or show them in-shop. At ICI Paris XL we work hard to be a brand customers can always count on, both for their online and offline purchase. To guarantee that, when checking their loyalty account customers will find the order history section where they can easily find not only their online orders, but also all the orders made in-store and thanks to the buy again button, customers will be able to quickly repurchase all their favorite products with just a few clicks.
For all the reason mentioned above, having the chance of winning an award as EUROPEAN BEAUTY, HEALTH & WELL BEING ECOMMERCE WEBSITE OF THE YEAR would highlight not only the amazing work that our team does day in and day out, but is would also serve as a reminder of why we do what we do. At the end of the day, it’s always about making sure our customers have the best possible experience and each time we win recognition from the industry it’s a reminder that we’re delivering on that promise.
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