Responsive design is one of those words that’s thrown around a lot and hyped up as the design solution for the multi-screen world. The latest brand to try out responsive design is L’Oreal Paris.
In an effort to serve users across any devices they use, L’Oreal Paris used responsive design for its new LOrealParisUSA.com site. The site is also designed to deliver personalized, cross-device experiences based on users’ preferences and behavioral data. According to L’Oreal Paris, the idea is that the experience will adapt to users’ needs based on how, when and why they’re accessing the site.
L’Oreal is by no means the first major brand to use responsive design for a consumer-facing site, but the combination of that technology in conjunction with dynamic personalization features could offer a glimpse of the future in terms of the type of digital experiences brands will soon offer consumers. They’re increasingly using data to customize their messaging and Web content on the fly and to make the most of the opportunities they have to interact with consumers.
In theory, no two users should receive the same on-site experience from a brand’s site because it will be customized based on previous interactions with the brand, or perhaps even data gleaned from elsewhere on the Web. As Scott Briskmanm, chief creative officer at digital agency Extractable notes, brands are figuring out how to use data to inform not just on-site content, but off-site messaging, too.
The thinking behind the new site is that it “listens” to users, and adapts fluidly to their devices and context. A user might imply she has green eyes based on desktop browsing habits, for example, and the site can then suggest relevant products to compliment here eye color when she’s at a retail location and on her phone later that day.
That type of personalization has driven ecommerce sites like Amazon for years, but users increasingly expect to see customized experiences when they visit brand sites, too, suggested L’Oreal Paris USA President Karen T. Fondu. It’s no longer enough to offer up the same content to every visitor because the way they use the company’s products and indeed their own devices continues to evolve. “We know the way women shop and live is changing rapidly,” she said.
The site itself was developed over the course of a year by R/GA, using personalization technology from RichRelevance.
Member ExclusiveMarketing Briefing: ‘The answer is no’: Why agencies need to reject RFPs with egregiously extended payment terms
Despite the abnormality of the 360-day request, the focus from some clients and procurement officers on extending payment windows has many calling for agencies to reject participating in pitches with such requests going forward.
Member ExclusiveDigiday+ Research: Brands won’t cut ad spend until 2023, but they will shift from branding to direct response
For now, brands don't have significant plans to cut ad spend in Q4 despite the economy, but they do have plans to shift their advertising from branding to direct response.
‘A very different environment for M&A’: Dealmaking trundles on as ad slowdown drags
Prospective buyers are feeling the pinch, while entrepreneurs are wary about a cooling economy. That's the current state of dealmaking, according to execs on both sides of the negotiating table.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
David Beckham and ‘Carnitas’: How Frito-Lay’s World Cup marketing strategy served up celebs and regional snacking flavors
Frito-Lay wants to be front and center as the go-to snack brand during the World Cup. Here's a look at its strategy.
Why a feminine wellness brand is prioritizing its organic social media strategy
With strict content rules, data privacy regulations and tight budgets, a feminine wellness brand remains bullish on its organic social media strategy.