Colour cosmetic company replaces legacy platform with online storefront software for web and mobile commerce sites
Colour cosmetic company replaces legacy platform with online storefront software for web and mobile commerce sites
Urban Decay, the largest independently owned colour cosmetic company in the US, has re-launched its transactional website on the e-commerce software platform from Demandware to support the growth of its online business in the U.S. and into international markets.
The company was previously running its e-commerce operations on a legacy platform that required manual intervention to process even basic orders. The system also lacked the flexibility its marketers needed to change or upload content on the fly. As a result, the company depended on its internal IT staff to make all changes to the site, limiting its ability to introduce new products and promotions quickly and effectively.
Giving e-commerce team control
With the Demandware Commerce platform, Urban Decay marketers now have control over merchandising promotions, catalogue, pricing and all other aspects of the shopping experience. In addition, the provider’s on-demand model eliminates the need to source and maintain costly IT infrastructure for e-commerce, and provides automatic upgrades containing new functionality to enable ongoing site innovation.
“Our customers are savvy online shoppers, and we needed a highly adaptable platform combined with an intuitive user interface to deliver the brand experience they expect from Urban Decay,” said Katherine LaFranchise, Urban Decay director of e-commerce. “We chose Demandware because it gives us the flexibility and capabilities we need to meet the evolving needs of our brand, and will scale to support our growing business.”
Expanding into mobile and social
Urban Decay is currently building a mobile commerce storefront that uses the Demandware Commerce platform. LaFranchise continued: “We recently kicked off our mobile commerce project using Demandware and are very excited about the speed at which we expect to be live. The new mobile site will give our customers another touch point through which they can interact with our brand from anywhere they may be.”
The new e-commerce site, implemented by Precision Design Studios, is designed to offer consumers an inside look at colour palettes and product finishes. Social engagement tools, including ratings and review capabilities and photo and video uploading, are helping Urban Decay connect and build stronger relationships with customers.
The retailer also took advantage of several pre-built integrations to third-party technologies available through the Demandware LINK Marketplace. These integrations include Bazaarvoice for ratings and reviews, Paypal for regular and express checkout payments and Avalara for tax integration. Several more integrations are planned as the company grows and expands internationally.
