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GUIDED SELLING TOOL EASING CONSUMERS WITHIN DIOR
FRAGRANCES OFFER TO HELP THEM
FIND THEIR PERFECT MATCH
STEP BY STEP
1. Homepage 2. Recipient & Gender 3. Explanation of the next step
4. Mood preference 5. Scent preference 6. Intensity preference
7. Matches
Product
Pages
on retailers
website
THE FRAGRANCE FINDER....
IS ALSO
AVAILABLE FOR POS
The tool is a real support for BCs in order to help them convincing
a consumer towards buying a specific fragrance.
IS HIGHLY
IMMERSIVE
The tool was thought to be as immersive as possible, with many short
videos and contents to help consumers finding their way through Dior
Fragrance.Its responsiveness helps ensuring this on
all devices.
RECRUITS &
CONVERTS
Thanks to its consumer-centricity, the tool helps consumers understand our
Fragrance universe and juices. Once rolled-out online, it’ll help raising
conversion on & offline as well as recruiting new, formerly indecisive consumers.
IS ONE OF
A KIND SERVICE
No other Fragrance brands offers this kind of service on retailers’ websites.
GOOGLE ANALYTICS TAGHelping us getting traffic data within the tool and see how many people
come in and come out.Handled at Central level, data
will be shared to markets that have implemented the tool.
MATRICE OF 27 COMBINATIONS.
14 WOMEN FRAGRANCES
9 MEN FRAGRANCES
3 DETERMINING QUESTIONS1. GENDER2. MOOD 3. SCENT
2 MATCHES PER RESULT
THE FINDER CONTAINS ....
IT IS
AN IFRAME
An iFrame works like Russian Dolls:
it is an HTML page that you embed
within an other one.
If your retailer do not want to implement
an iFrame or cannot do it, it can be
opened as a simple URL you redirect to
from a banner (meaning the finder will be
opened outside the retailers’ website).
EASY TO IMPLEMENT
LOCALLYEasy to code within the retailers website as it’s
about 1 line of code (see slide 10).It is also
already responsive for Desktop, Tablet and
Mobile format.
Each format has a dedicated UX to ensure
the best immersion possible.
UPDATED
CENTRALLYThanks to an efficient Back Office,
Central teams are able to plug in directly
local translations & product page URLs to
generate almost immediately a new link per retailer.
Central is also able to add new products when out
(starting WW OCD).
HOW THE FINDER WORKS?
1.
WHAT ARE THE TECHNICAL ADVANTAGES OF SUCH TOOL?
“READY TO PLUG” TOOL FOR RETAILERS
2. LOW TIME & MONEY SPENDINGS FOR LOCAL MARKETS
3. RESPONSIVE WITH IMPROVED UX PER DEVICE
4. GATHERS TRAFFIC DATA
<iframe src='https://fragrancediagnostic.one.dior.com/language#retailerID border='0' height='700' width='100%' />
WHAT TO SEND YOUR RETAILERS?
ONE SINGLE LINE OF CODE TO INTEGRATE THE FINDER ON A RETAILER’S PAGE
Part of the code
saying that you
embed an iFrame
Generic
Fragrance
Finder link
FR
EN
DE
etc.
to be given by CentralEX: https://fragrancediagnostic.one.dior.com/fr#sephoraFR
SephoraFR
MacysUS
BootsUK
etc.
Full personalized link per retailer Default recommended settings
The tool should not have a border.The recommended height is 700px
The recommended width is the maximum one possible on the website.
MANDATORY POINTS TO BE NEGOTIATED
WHEN IMPLEMENTING
THE FRAGRANCE FINDER
ON A RETAILER WEBSITE
1. Specific page layout 3. Push within the E-Corner
5. Conversion data
2. Push on Product Pages
Get “Before/After” Fragrance Finder implementation conversion
data for the fragrances within the
tool.
Get traffic data as well to know
from where the consumers are
coming from on the Finder.
6. Get additional visibility
Hosted on 1 dedicated
page with the DIOR header
(the header is not contained
in the tool)
Make the Finder visible:
1. With a visual push on the
e-corner homepage
2. Add a link within the
Fragrance navigation
NOTE: All these points must be validated by Central before going live.
You need to use it to negotiate
additional placements and
communications for product
launches, even more so if you
give it as an exclusivity to 1
retailer.
FOR EXAMPLES - SEE NEXT SLIDE
4. Pre-Test Link
Absolutely necessary to test the
tool before it goes live:
• Are all the redirection working?
• Is the finder properly displayed
on all devices once integrated?
Make the Finder visible on all Dior
Fragrances Product Pages.
Either with a banner or push, or
directly by plugging the iFrame to it.
NOTE: Potential visibility outside E-Corner and product page is currently being discussed.
1. Specific page layout 2. Push on Product Pages
WHAT TO SEND YOUR RETAILERS?
✓ On a dedicated page✓ With a DIOR header
3. Push within the E-Corner
ANIMATION 360 KIT + VISUALS + CROPPING GUIDELINES ARE AVAILABLE ON
THE DAM TO HELP YOU WITH CREATIVES DETAILS & PLACEMENTS
ON TOP POINTS TO BE NEGOTIATED
WHEN IMPLEMENTING
THE FRAGRANCE FINDER
ON A RETAILER WEBSITE
SPECIFIC ANIMATION KITS FOR FRAGRANCE FINDER
TO BE SENT OUT ALONG E-RETAIL KITS FOR KCPS.
1. Newsletter & Landing
Pages integration2. Social Media plan 3. KCP Twist
Exceptionally for KCPs, we will be able
to update the all the copy to match
the period of the year.
For both the above cases: you’ll be able to push the Fragrance Finder only at the end of the NL or Landing Page when it’s
tri-axis or multi fragrances (Key Commercial Periods only like
Mothers & Fathers day, Valentines or Xmas).
This will allow indecisive consumers to either find a gift for
themselves or their loved ones amongst the ones we have
already selected for the event.
You will also get, for each KCP a specific social media plan,
with both paid & owned contents
1.
WHAT TO KEEP IN MIND WHEN SELLING THE TOOL?
HIGHLY CONVENIENT SOLUTION FOR A RETAILER
AS LOW TO NONE MAINTENANCE ONCE PLUGGED IN
2.
3.
OPPORTUNITY TO HOST A ONE OF A KIND SERVICE
FROM A PRESTIGIOUS LUXURY LEADER BRAND
WHY THE TOOL FOR DIOR MARKETS? WHY THE TOOL FOR RETAILERS?
THE FINDER CAN BE LEVERAGED IN NEGOTIATION
TO GET MORE INSTITUTIONAL VISIBILITY
1.
2.
3.
THE FINDER MUST HELP YOU GETTING MORE DATA (INTERNALLY WITH TRAFFIC, WITH THE RETAILER WITH CONVERSION)
4.
INNOVATIVE & IMMERSIVE TOOL DRIVING BRAND
AWARENESS, CONVERSION AND RECRUITMENT
LOW TIME & COST TOOL TO IMPLEMENT
A REAL DRIVER OF RECRUITMENT AND CONVERSION
ANNEX – PRODUCTS IN THE FRAGRANCE FINDER
J’ADOREEAU DE PARFUMEAU DE PARFUM INFINISSIMEEAU DE TOILETTEABSOLUL’OR
MISS DIOR
ROSE N’ROSESEAU DE PARFUMEAU DE TOILETTEBLOOMING BOUQUETABSOLUTELY BLOOMING
JOY BY DIOR
EAU DE PARFUMEAU DE PARFUM INTENSE
POISON
POISON GIRL EAU DE PARFUM
HYPNOTICEAU DE TOILETTE
SAUVAGE
EAU DE PARFUMEAU DE TOILETTEPARFUM
DIOR HOMME
NEW EAU DE TOILETTESPORT EAU DE TOILETTECOLOGNEINTENSE
EAU SAUVAGE
EAU DE TOILETTE
FAHRENHEIT
EAU DE TOILETTE