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OCMS REDESIGN 2013 NEW NAVIGATION PRESENTATION


OVERVIEW - As part of the website redesign, we have proposed a revised navigation in order to facilitate customer search and conversion - Sources used: - Usability study - Google Analytics - OCMS country best practices - Competitor survey


KEY SUPER-CATEGORIES

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES

MEN’S FRAGRANCES

HOME FRAGRANCE

Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena

Badian Baux L’Occitan Verdon Vetyver

Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories

SUB-CATEGORIES CATEGORIES


SUPER-CATEGORIES


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

COLLECTIONS is #1 • Should remain in first position, because this category lost 50% of clicks in our usability study when moved to the right side • Title recommendation is “Collections”, because: • It is more accurate than “Ingredients” (for example, La Collection de Grasse) • Customers better understand “Collections” as a way to shop (versus Ingredients)


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

SKINCARE is #2, FRAGRANCE is #3 in order of importance to brand strategy and sales

BODY & BATH is #4 “Body” written before “Bath” to qualify the products of this segment


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

HAIR CARE is #5, MEN is #6, GIFTS is #7 (no changes) CUSTOMER FAVORITES is no longer on top navigation, but should be incorporated into each super-category, plus GIFTS and OFFERS. • CUSTOMER FAVORITES is the preferred wording to BEST SELLERS, as it is customer-oriented versus salesoriented from our perspective.


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

WHAT’S NEW moves to #7 from left side • As content relates to section #8, below New OFFERS is #8 • Added to support e-commerce • Can set it to automatically drop-down on page load (see next slide)


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

WHAT’S NEW should be replaced by SALE and HOLIDAY at the appropriate time periods


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

END OF COLLECTION


CATEGORIES & SUB-CATEGORIES GENERAL NOTES


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES

MEN’S FRAGRANCES

HOME FRAGRANCE

Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena

Badian Baux L’Occitan Verdon Vetyver

Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories

• Each super-category can feature up to 4 categories of product groups / ways to shop • Additional categories can be hidden from the drop-down, and shown on the left-hand column after one of the featured sub-categories is selected (see next slide)


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

WOMEN’S FRAGRANCES MEN’S FRAGRANCES

Shown in drop-down

HOME FRAGRANCES SHOP BY PRODUCT TYPE Eaux de Toilette

Eaux de Parfum Eaux de Colognes Roll-on Perfumes Solid Perfumes DISCONTINUED Travel Sizes

Not shown in drop-down Extra categories include: • Additional ways to shop • Discontinued products


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES

MEN’S FRAGRANCES

HOME FRAGRANCE

Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena

Badian Baux L’Occitan Verdon Vetyver

Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories

We recommend that you fill unused columns with images linking to other site content and/or conversion tools • We will provide a selection of images • Others can be customized locally


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES

MEN’S FRAGRANCES

HOME FRAGRANCE

Cherry Blossom Eaux de Provence Fleur Cherie La Collection de Grasse Lavender Peony Verbena

Badian Baux L’Occitan Verdon Vetyver

Candles Diffusers & Refills Perfumed Sachets Room Sprays Accessories

Subcategories will be organized as follows, similar to the existing structure: • Collections are always listed alphabetically • Some categories listed in order of product usage • Others listed in order of traffic received (GA)


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

Throughout the navigation, where applicable, we have added: • Travel Sizes: to highlight our offering • Eco-refills: to highlight our offering • Customer Favorites: to showcase our most wellloved products by region – a popular competitor practice • Men’s products: to facilitate navigation for men • Discontinued products: to support e-commerce, as these products are often web exclusives and the objects of customer web searches


CATEGORIES & SUB-CATEGORIES SECTION BY SECTION


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY COLLECTION Almond Angelica Aromachologie Bonne Mere Cade Cherry Blossom Eaux de Provence Fleur Cherie Immortelle

La Collection de Grasse Lavender Pivoine Rose Shea Butter Verbena Verdon Customer Favorites Discontinued Collections

BOTANIST’S GLOSSARY

DISCOVER WHAT’S NEW (Customizable)

• Organized alphabetically by Collection • New recommendation: feature “Best Sellers” and “Discontinued Collections” at the end of the list • Include links to Botanist’s Glossary and new Ingredient word cloud (see next slide) for ingredient-oriented customers


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

Background image changes upon ingredient roll-over. A click will bring the client to that ingredient category page.


NON DEFINITIVE MOCK UP AVAILABLE FALL 2013


NON DEFINITIVE MOCK UPS AVAILABLE FALL 2013


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE

SHOP BY SKIN CONCERN

Cleansers Toners Serums Moisturizers Eye & Lip Care Scrubs & Masks Sun Care Customer Favorites Travel Sizes

Hydration & Vitality Global Anti-Aging Lines & Wrinkles Uneven Skin Tone Nutrition & Protection Purifying & Mattifying Men’s Face Care

SKINCARE DIAGNOSIS

DISCOVER NOW (Customizable)

• New product type: Serums (Immortelle, Angelica) • New skin concern categories: Purifying & Mattifying (Angelica Lemon) and Men’s Face Care • Banner for Skincare Diagnosis recommended to support conversion


COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS WOMEN’S FRAGRANCES

MEN’S FRAGRANCES

HOME FRAGRANCES

Cherry Blossom Eaux de Provence La Collection de Grasse Lavender Peony Rose Verbena

Badian Baux L’Occitan Verdon Vetyver

Candles Room Sprays Diffusers Scented Sachets Pillow Mists

FRAGRANCE FINDER

Personal fragrances now primarily organized by Collection, as many customers do not know the different between product types (EDT vs. EDP) • This option still possible from category pages New Men’s Fragrance category added to clearly feature 5 Collections available. (Men’s > Fragrances was #2 most visited sub-category in Men’s) Feature the Fragrance Finder to support conversion


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

• • • •

BODY CARE

BATH & SHOWER

HAND CARE

Moisturizers Slimming Firming Deodorants Foot Care Massage Mom & Baby Travel Sizes Men’s Body Care

Shower Gels Traditional Soaps Bath Care Exfoliators Eco-Refills

Creams & Moisturizers Traditional Soaps Liquid Soaps Treatments & Scrubs Travel Sizes

DISCOVER WHAT’S NEW (Customizable)

New Slimming & Firming categories to promote our Almond product benefits New Mom & Baby sub-category (#9 search term is “baby”) Better differentiation between Body Care vs. Bath Shower, no repeated sub-categories Hand Care now has its own section • Second most clicked sub-category currently (1/3 clicks) • #2, #14, #15 most used search terms


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE

SHOP BY HAIR CONCERN

Shampoos Conditioners Treatments Eco-Refills Travel Sizes

Repairing Volumizing Color Protection Sensitive Scalp Anti-Dandruff

ECO REFILLS

DISCOVER WHAT’S NEW (Customizable)

• Anti-dandruff category added as hair concern type • Hair care is a great example of where we can feature eco-refills and travel sizes • Shop by Collection will be available as a third way to shop on the category pages


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS SHOP BY PRODUCT TYPE

SHOP BY COLLECTION

Shaving Face Care Fragrances Bath & Shower Deodorants Body Care Hair Care Travel Sizes

Badian Baux Cade L’Occitane Verdon Vetyver

DISCOVER WHAT’S NEW (Customizable)

FRAGRANCE FINDER

• Shaving & Face Care now two separate categories due to large amount of each product type • Represents 1/3 of all Men’s category clicks • Shop by Collection added as there are 6 men’s ranges


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS GIFT IDEAS Gifts for Women Gifts for Men Little Pleasures Gift Cards Spa Certificates

GIFT CARDS

CUSTOMER FAVORITES

GIFT FINDER

• Offer pre-selected gift categories in addition to the traditional Gift Finder • Feature categories such as Customer Favorites (Best Sellers) and Gift Cards to suit market and holiday needs


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

PRODUCT A

PRODUCT B

PRODUCT C

• Feature up to 4 novelties in drop-down • Direct click on “What’s New” brings customer to landing page with all novelties


BATH & BODY

COLLECTIONS FACE CARE FRAGRANCE BODY & BATH HAIRCARE MEN GIFTS WHAT’S NEW OFFERS

END OF COLLECTION

• Feature up to 4 current offers • You may choose for this drop-down to automatically expand when each customer visits the homepage • We recommend also featured discontinued products on this page


APPENDIX


NEW SUPER-CATEGORY PAGE The top 3 best selling products from the entire super-category

The 3 most recent products from the entire super-category

The 3 latest 4 or 5 star (flower) reviews marked as “positive� from the entire super-category


NEW CATEGORY PAGE Products will be featured in order of best-sellers


NEW SUB-CATEGORY PAGE Products will be featured in order of best-sellers

L'occitane new navigation notes v3