Leveraging consumer feedback for faster product evolution in the luxury beauty industry
Consumer feedback is a valuable yet underutilized resource. Why not leverage it to drive faster, more effective product evolution and better meet ever-changing user expectations in the fast-growing global e-commerce landscape? This is exactly what Ekimetrics did for one of the world’s largest luxury beauty groups with our Consumer Loop solution.
What we did
Challenge
- After product launch, innovation teams get limited feedback on product perception
- Benchmark analysis through consumer interviews and testing is expensive, time-consuming,and not frequently performed
- Retrieving, standardizing, and analyzing rating and reviews data is a significant technical challenge
Our approach
- Conduct a strategic assessment of ratings and reviews providers to identify the optimal make-or-buy scenario for this project
- Partner with a data scraping company to ensure comprehensive, high-quality data collection
- Adopt a user-centric approach from defining KPIs and analysis to UX/UI design, ensuring that the Consumer Loop solution aligns with business needs and delivers value to users
- Co-build with Research & Innovation and Beauty Tech teams a cloud solution focused on customer centricity and seamless integration with the brand’s technical stack
Outcome
- Development of a custom web app running on state-of-the-art Machine Learning/Natural Language Processing algorithms
- Live access to in-real-life product performance feedback for all categories in key countries thanks to on measure KPIs tailored for each team
- Adoption strategy to maximize use and retention – change management
Challenge
Our approach
Outcome
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