Dolomia, Unifarco
A CX that helps users rediscover their natural beauty, drawing inspiration from and promoting the Dolomites to offer the end customer a multi-sensory experience.
PROJECT INFORMATION:
The phytocosmetics brand Dolomia has chosen Alpenite to update its online presence with an optimised content experience using the latest available technology.
INDUSTRY: Cosmetics
EXPERTISE: E-commerce
A name that evokes natural imagery and a digital project that benefits users’ skin through the beauty and wellness offered by the Dolomites, unleashing the beneficial power of the area’s flowers, plants and minerals.
This sums up Dolomia, a Unifarco phytocosmetics brand that has chosen Alpenite to update and consolidate its digital presence through the creation of a new e-commerce site that is simple to use, but as resilient as the nature that surrounds it.
The three main characteristics that emerged from the new project identikit entailed:
- the identification of a smart e-commerce platform;
- the creation of a smooth user experience, suited to the brand’s customers;
- the integration of the store locator with the corporate CRM, to ensure synergy with the retail channel.
Goals
and needs
On the basis of these coordinates, Alpenite identified Shopify as the most functional technology with which to tackle the creation of a UX that focuses on the multisensory approach.
The architecture and design concept were inspired by the Dolomites, with the simplicity of the natural elements and the spectrum of colours that characterise them, resulting in a browsing experience that invites users to leave the daily hustle and bustle behind in order to pamper themselves.
The products, divided into the categories of skincare, make-up, haircare and fragrances, play the leading role in a distinctive storytelling concept that allows users not only to immerse themselves in the scenery of the Dolomites, but to discover the natural ingredients found there and the benefits they bring.
On this customer journey, users are always accompanied by the silent presence of the nature of the Dolomites and the brand itself, which spontaneously guides their product choices with regard to personal requirements and a constant, careful focus on environmental sustainability. Dolomia is the first brand in the cosmetics industry to obtain EPD certification, used to monitor the entire product life cycle, from design to disposal.
The engaging website and mobile browsing experience has set itself the additional target of improving the conversion rate.
However, as the retail channel remains very important and decisive for this industry, synergy with the partner pharmacy network was ensured by integrating the store locator with the company’s CRM. The pharmacies that form part of this network and act as ambassadors for the brand can therefore monitor and update information to make contact with customers approaching Dolomia via the digital channel, developing a beauty and wellness process with them.
“We’re very satisfied with the result. The browsing experience meets our expectations, while purchases are facilitated by the organisation, rich variety and beauty of the content, which is presented in the best possible way, and is quick and easy to use thanks to the responsive frontend. The site fully reflects the brand’s attentive, listening approach that consistently extends from the product offer to the chosen channels through advice, support and transparency.”
Luca Bazan, Unifarco Digital & E-commerce Project Manager