Personalised health and beauty advice in one click
An omni-channel customer journey to help customers find the right products both on and offline; that is the ultimate goal of the Etos webshop. The webshop was developed in collaboration with Dept based on Salesforce Commerce Cloud. A daunting task, because Etos did not actually have a webshop, let alone an accompanying warehouse. In close collaboration with the client, and in record time, we managed to set up a webshop that is inspiring when it comes to beauty, personal care and health.
Advice, inspiration and smart savings
Etos has been awarded the title of ‘best drugstore in the Netherlands’ seven times. The chain will now be supplementing its offline success with an online platform. Etos offers a personal shopping experience that combines advice, inspiration and smart savings. As their digital e-commerce partner, Dept was responsible for the platform’s development, design and concept. All within a period of six months.
A personal and inspiring shopping experience
Focus on user experience
The webshop is a platform where anyone can go for anything related to beauty, personal (baby) care and health, at any time of day. The concept — from design to platform — focuses on an outstanding user experience. That’s why, as Etos.nl customer, you’ll experience the same level of personal advice, (brand) inspiration and ease of use as in the physical stores. Etos employees help customers discover new trends and products, while the A-brands provide inspiration and are easy to find through their own landing pages. The new Etos.nl is proof that attractive design, a fantastic user experience, conversion and SEO go hand in hand.
Exciting content and timeless design
The enormous range of products is made available through four main categories: beauty, personal care, health and baby. While scrolling through the products, the customer is surprised by inspiring content, handy tips and interesting products, fully tailored to his or her requirements. The search is fast and simple because all the important steps in the customer journey have been extensively tested and optimised.
To optimally load the Etos brand, recognisable typographic stylistic elements have been designed and developed in a playful manner. The headings, characteristic of the Etos brand, jump out of the grid when Etos wants to inspire users, while informative components take on a sleeker typographic style. This provides a good balance between the fun that’s associated with the Etos brand and the user-friendliness of the online shopping experience. Moreover, in collaboration with Etos, Dept established a content strategy that produced a number of copywriting and photography guidelines. This includes the humour incorporated in the tone-of-voice, the lovely photography and the subtle animations that return throughout the customer journey. All elements that make the online shopping experience even more fun!
Salesforce Commerce Cloud x Etos.nl
As the Etos webshop had to be launched quickly, Salesforce Commerce Cloud was the logical choice. The SaaS platform is known for its speed, scalability, many merchandising options and out-of-the-box features that allow an initial version to be launched very quickly. What’s more, the platform also offers a range of Artificial Intelligence options, which are quite helpful when it comes to smart recommendations and searches.
However, there were more aspects that we had to keep in mind: as a member of Ahold, there are stringent requirements with regard to reconciliation, security, performance and accessibility. These requirements affect the entire development process, from design, specifications, building, and testing to handover. The many integrations with respect to loyalty, product catalogue, financial reports, user provisioning, store information, inventory and price details made this a challenging project with a large number of involved parties. Since Etos had never had a webshop before, many of these processes had to be designed and worked out from scratch.
Accessibility x speed
What’s particularly unusual is the high degree of accessibility that Etos.nl insists on. The drugstore has a highly varied target group, in which different impairments, from mild colour blindness to physical disabilities, play a role in how people experience the website’s accessibility. That is why we paid particular attention to the readability of the text by implementing a minimum size for interactive elements. In addition, the website can be navigated entirely by keyboard, and all standard focus states have been replaced with animated variants to draw more attention. The site is fully screen reader accessible, and Dept will actively test and improve this in the coming months.
Accessibility and ease of use go hand in hand with speed. The Etos website was also optimised to ensure it is as fast as possible on all devices and in all network conditions. Various audits and tests have revealed that the webshop passes with flying colours. This, in turn, results in a better user experience and better page rankings on Google.
Omni-channel shopping experience
Building a webshop in such a short timespan is possible. The team, which consisted of twelve Depsters (designers, strategists, developers, data specialists, conversion specialists and architects) and the team from Etos, delivered an outstanding achievement. For Etos, because it transformed its offline organisation into a webshop team in no time, and for Dept, because of the speedy and agile work delivered by its team of data, technology and creativity experts. And this is just the beginning. In 2019, Dept and Etos will collaborate further on optimisation, e-commerce, personalisation and brand & experience. An important theme within these pillars will be to enhance Etos’ proposition to make it more omnichannel. We are currently working on the new store finder, and we will also be activating the popular and successful Etos loyalty programme on Etos.nl. Continuous data-driven development, user surveys and A/B testing make Etos.nl even more user-friendly, and conversion rates keep improving.
Reinvent & accelerate
Etos is future proof. For example, in 2019, the Etos marketing campaigns will be translated to Etos.nl through features that combine brands, promotions and commerce. The range, advice and inspiration will also be shared externally, making Etos ready for concepts such as inspirational shopping and voice search. It is this combination of future-oriented thinking, a strong digital brand experience, user-friendliness and conversion-driven solutions that means Etos is ready to turn the online drugstore landscape on its head.