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    L’Oréal Australia Streamlines Its Product Content Management With SKUlibrary

    The leading personal care and beauty brand leveraged digital channels and expanded its strategy to support digital shelf success.

    About L’Oréal Australia

    L’Oréal Australia has been an early adopter in leveraging digital channels as a critical component of its global strategy. Not only is its target demographic generally more predisposed to digital research, purchase, and content sharing, but with so many iconic marquees, driving brand equity is crucial in an increasingly competitive and fragmented category.

    However, with over 10,000 products across the personal care and beauty categories, managing product information for a business the size of L’Oréal Australia is a real challenge. This is compounded by the plethora of channels and organisations needing to receive this product content efficiently and on time.

    An Expansive Product Range Created Challenges in Managing and Organising Product Content

    L’Oréal Australia needed a solution to help its team better manage and organise its product content information. L’Oréal Australia required a platform that was easy to use, could store its diverse product range, and give small and major retailers product content promptly while ensuring its retailers are maximising product content to help drive sales and brand engagement.

    Finally, its team needed to improve its content delivery capability through premium rich product content that feeds into retailer websites. If not executed well, instead of being an opportunity, the generation and distribution of product content would become a barrier to success.

    "Digital execution is a key component of L’Oréal’s global strategy. It is essential that we work with partners who can help us deliver on our digital objectives for us to achieve our broader goals. We have worked on the SKUlibrary platform for over five years, and this has been a critical factor in our success."

    — Alex Tyrrell, Digital Platforms and Services Manager, L’Oréal Australia

    Improve Scalability and Internal Efficiencies With SKUlibrary

    To solve this problem, L’Oréal Australia partnered with SKUlibrary in 2014 to employ the platform to manage, share, and distribute product content across digital channels.

    With such a large and diverse organisation, L’Oréal Australia gave the topic of product content an owner within the business who worked with SKUlibrary to educate brand teams on the importance of digital product content and support them in populating the SKUlibrary platform.

    The SKUlibrary team then worked with retailers to maximise the distribution of this product content through the SKUlibrary platform to help drive sales and brand engagement.

    Time to Market Improves Through Consistency and Automation

    The SKUlibrary platform became a critical success factor in L’Oréal Australia’s online success by giving its digital team significantly improved content delivery capability.

    L’Oréal Australia has achieved premium rich content into retailer websites, feeds of product content to its own internal ecommerce sites, and feeds from its enterprise resource planning (ERP) system to SKUlibrary to ensure an efficient alignment of assets between systems. By implementing the SKUlibrary platform, L’Oréal Australia has achieved broad digital leadership within its categories.

    This success has supported the delivery of L’Oréal Australia’s broader business objectives in all channels along the path to purchase — both online and in-store — and ensured alignment with the digital strategies of its retailer customers.

    "Digital execution is a key component of L’Oréal’s global strategy. It is essential that we work with partners who can help us deliver on our digital objectives for us to achieve our broader goals. We have worked on the SKUlibrary platform for over five years, and this has been a critical factor in our success."

    — Alex Tyrrell, Digital Platforms and Services Manager, L’Oréal Australia

    Explore How SKUlibrary Can Help You Win on the Digital Shelf

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