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 neighbourhood. 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 USER EXPERIENCE OF THE YEAR at the European eCommerce Awards is a huge accomplishment for us and another proof point of our team’s process, hard work, dedication, and focus.
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 roadmaps during the last years on trying to offer the Best Experience to our customers both in-store and online. Due to this, during the last years we’ve reworked our website UX several times following market best practices and customer insights. On top of that, we’ve built a testing pipeline leveraging two innovative tools.
The first tool is digital experience analytics platform which moves beyond traditional analytics to enable an unprecedented understanding of the customer experience. Thanks to its engine with multiple technologies like zoning analysis and session replay we are able to move a step further in gathering customers insights and user pain points across the steps of the customer journey, to work on. The second one is a multivariate testing tool that allows us to test insights coming from the analytics platform. Thanks to its engine it is possible to test multiple designs at the same time, speeding up 10x our testing capacity. The AI tool leverage on machine learning engine and can automatically understand the designs that perform well driving more traffic to them, while killing the ones that underperform. So, through this tool we are able to test multiple versions of our website at the same time.
Working on different projects together with our AI multivariate testing tool we managed to cover more than 330 different combinations across our PDPs, cart and checkout and found 22 beating control. By driving 100% of traffic to the best performing combination which experienced a CR uplift of +4.1%. We decided, then, to start focusing on the first point of touch with the customers. To do that, we launched in September an optimization aimed at PLP and Header optimization which generated an overall 4% uplift in click through rate. Our next project which we are kicking off in these days with our digital experience analytics platform and our AI multivariate testing tool well explains how we keep on optimize our website. Thanks to the analytics platform we are moving a step further in optimizing customers interactions with product carousel recommendations. Indeed, what we discovered is that users that click on Product bundles on PDP are less likely to convert and visit cart (35,4%) compared to the one who doesn’t (39,6%). This could be possibly related to the users tend to be distracted from actually getting to checkout and making a purchase. On the other side, we monitor also that users that click on product recommendations have an higher conversion rate in terms of purchases (7.07%) compared to the one who doesn’t (6.07%). So what we decided to experiment through our multivariate testing tool is to implement products suggestions also on the add to cart confirmation or on the cart preview, in order to offer recommendations and increase AOV when its more relevant to the customer, but at the same time to structure them by making appear a mini PDP when clicking on the carousel without being redirect to another page in order to keep customers in the checkout funnel. Thanks to the tool capabilities in just a few months we will be able to test hundreds of combinations which will help us validate our assumptions or gather new insights to keep improving our website user experience.
As you probably understood, 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.
For all the reason mentioned above, having the chance of winning an award as EUROPEAN USER EXPERIENCE 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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