For Kiehl’s, e-commerce is a universe of its own

Low Lai Chow

Skincare brand Kiehl's, part of the L'Oréal Luxe portfolio, launched its Singapore e-boutique last November.

“Everybody asked, ‘You’re launching an e-boutique that will cannibalise your sales – why?’,” Kiehl's brand manager Sheenum Kumar revealed at a recent webinar hosted by customer experience optimisation company AB Tasty. 

But as she observed, “Consumer behaviour is very different in these two avenues.”

For instance, the e-boutique is drawing younger shoppers as well as more males.

“Offline, men form about 15% of our customers; online, they are about 30%. Perhaps they feel more comfortable browsing on digital screens than going to a physical store and getting into a conversation.”

The contents of online carts also look different from those...

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