Estee Lauder: Winning Customers with a Personalized Digital Beauty Experience
| Case Code: MKTG444 Case Length: 6 Pages Period: 2015-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : The Estée Lauder Companies Inc. Industry :Cosmetics & Toiletries Countries : United States Themes: Technology in Marketing, Brand Strategy, Mobile Digital Platform, Marketing Strategy |
Abstract
The case “Estee Lauder: Winning Customers with a Personalized Digital Beauty Experience” talks about the efforts of US-based multinational beauty company The Estée Lauder Companies Inc. (ELC) to offer personalization to its customers through various digital platforms and apps on in-store devices. ELC had entered into partnerships with leading technology companies to gain access to cutting-edge technologies like Augmented Reality (AR), Artificial Intelligence (AI), and Voice-activated technology that could be used to enable personalization. The case provides a glimpse into how the offering of personalization proved fruitful to the company. Can ELC remain at the forefront of the beauty industry through its personalized digital beauty experiences?
Issues
The case is structured to achieve the following teaching objectives:
- Understand the nuances of personalization in the beauty industry.
- Examine how personalization can be used to target a particular segment i.e., Millennials.
- Analyze the benefits derived from personalization to the customer and the organization
- Study the impact of personalization on customer behavior
- Scrutinize the various approaches to offering personalization through technology
Contents
Keywords
Millennial; Personalization; Google Home; Digital Assistants; Digital Apps; Social Media; Augmented Reality (AR) ; Artificial Intelligence (AI) ; Voice-activated technology; Competitive Advantage; Differentiation Strategy; Digital Investment; Customer Conversion; Customer Retention; Big Data
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