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Estée Lauder Highlights Its Focus on E-Commerce

November 8, 2013: 12:00 AM EST
In October 2013, Bruno Alazard, Internet and CRM Director at Estée Lauder Companies, spoke about the company’s focus on e-commerce, pointing out that it now accounts for 5% of the company’s sales, is growing strongly, is a relatively high margin business, and has become a separate business unit for the company. He added that it’s not always easy to balance profitability with “the best possible customer experience,” and that’s even more of a challenge online, where the company provides “a huge amount of information on” the products and the customer experience is further enhanced by initiatives such as setting up regular live chats with the company’s make-up artists to answer customers’ questions.
Lila Meghraoua , "At Estée Lauder, “e-commerce has become a business unit in its own right”", L'Atelier, November 08, 2013, © L’Atelier BNP Paribas
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