how to implement and negotiate the fragrance finder

How to implement and negotiate the Fragrance Finder ?

WHAT IS THE FRAGRANCE FINDER ?

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.

WHAT THE FRAGRANCE FINDER CONTAINS ?

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 ....

HOW THE FRAGRANCE FINDER WORKS ?

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

HOW TO NEGOTIATE THE FRAGRANCE FINDER?

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

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