1. 11/06/14
Worldwide store locator as a base
for multichannel digital strategy

2. https://www.linkedin.com/in/bdelporte
https://twitter.com/bdelporte
BENOIT DELPORTE
E-commerce & Marketing Digital Manager at Kérastase (Ex)

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Kérastase in a few words
50 years of hair divine hair Transformation
1964

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Kérastase in a few words
50 years of fundamental research &
Iconic products

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Kérastase in a few words
50 years with the best hair artists

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Kérastase in a few words
50 years with the best Hair salons
1964

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B to B to C
Our issues in 2012
OUR BRAND’S DNA
BUSINESS BUSINESS CONSUMERS
- Drive consumers in INDEPENDANT stores
- Valorize hairdressers’ expertise
……
…While deploying E-commerce in D2C

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70% of consumers uses Internet to find a local shop
Search enginesBrand’s official website Distributor’s website

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Store Locator: world deployment
11Languages
75Countries & overseas territories
40 000 Salons

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New Kérastase salon locator
100% SEO Friendly Social Media Ready
100% mobile optimized
Easy to update
NEW NEW
NEW
NEW

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Conceived to
improve the user
experience and
conversion rate
Web to Store: worldwide brand home page

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HOME PAGE
NAVIGATION BAR
1/2/3 ROUTINE
FIND A SALON PAGE
CONFIRMATION PAGE
RITUAL & EXPERIENCE PAGE
Salon’s Valorization at each step of the navigation

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Web to Store : store locator home page
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Press the “Geolocate
me” button and the
browser will locate
you based on your
search device GPS
location
Search for a store
by country and city
Review selections
of nearby cities,
improving your
SEO Results
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2
3

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Web to Store: example list of points of sale
Store location
Google Maps
Direct access to a
list of regional
salons
Review selections
of nearby cities
improving your
SEO Results
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3

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Web to Store : Ipad responsive store locator

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Web to Store : Smartphone responsive store locator

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Web to Store : lead generation newsletter
Increase your
CRM database for
further marketing
interactions

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Web to Store : lead generation information requests
15% complete opt in
rate
Providing convenient
service for your
customers

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Web to Store : lead generation information requests
Shoppers can contact
brands 24/7, 365 days of the
year.

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Web to Store : Customer acquisition tools voucher,
coupons
Attract your in-location
shopper to each point of
sale stores and boost your
in-store visitors and sales

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Web to Store : SEO results by brand and location
search queries

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Web to Store :SEO results by industry and
location search queries

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Web to Store : Leadformance store locator results FRANCE
(Total visits Leadformance visits )
X2 x2.5
M+3
X2.6 x3.9
M+11
juin-13 Jul Aug Sept Oct Nov Dec janv-14 Fev Mar Apr May
X2 x3
M+6
* Source: Google Analytics – Development as compared to M+1 where M+1 + one month after the implementation of BRIDGE Local pages

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What’s Next ?

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NEW SALON LOCATOR
?

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NEW KERASTASE SALON LOCATOR
100% SEO Friendly Social Media Ready
100% mobile optimized
Easy to update
NEW NEW
NEW
NEW
?
Make a salon appointment
online
NEW

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Le module de prise de RDV est disponible sur mobile et sur une page internet. Il peut être intégré directement
dans le site sous forme de popin, d’iframe ou hébergé sur une page séparée.
CHOOSE YOUR SERVICE

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CHOOSE YOUR DATE

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FILL IN WITH YOUR PERSONNAL INFORMATION