Adorn Cosmetics has quickly established itself as one of Australia’s favourite online destinations for luxury and ethical cosmetic needs.
Now, the Australian beauty brand has given its online shopping experience for ‘Adorners’ a whole new makeover by moving its entire e-commerce environment to Adobe Commerce.
Since its launch in 2009, Adorn Cosmetics has been using an open-source version of Adobe Magento Commerce to scale its business via direct-to-consumer sales through e-commerce. Since then, the number of users visiting its e-commerce site has grown significantly, as more consumers search for certified Australian-made and ethically sourced products. By upgrading to Adobe Commerce, the beauty company will transform its digital experience and create a more robust loyalty program.
“Upgrading to Adobe Commerce will free us to get on with creating great products, a beautiful brand, and focus on how we can be better as a company,” said Briony Kennedy, Founder of Adorn Cosmetics. “We are really excited about possibilities to optimise our customer experience and merchandising with automation and artificial intelligence in Adobe Commerce.”
The new Adorn Cosmetics website will employ Adobe Commerce capabilities for better searching, such as product origin details, ingredients, and accreditations, to educate shoppers and help them make more informed purchasing decisions. The improved site design and merchandising will create a more engaging and seamless customer journey, by helping shoppers find tutorial and podcast content, use live chat for inquiries, and skim through products while filling their shopping carts.
Adorn Cosmetics will also use Adobe Commerce dashboard and reporting capabilities to automatically personalise merchandise recommendations for each customer in real-time. The company will be able to leverage website behaviour data to recommend products across other media vehicles and create value-add customer experiences. For example, customers that buy makeup applicators can be sent helpful reminders when it’s time to clean or change their brushes.
The Adobe Commerce dashboard will also provide unified views on key performance indicators, to help Adorn Cosmetics create more targeted campaigns for its email database and its almost 100,000+ social media followers.
“Simpler, holistic data analytics will save my team a great deal of time and effort,” Kennedy said. “Analytics that better inform our social media and email campaigns are paramount for achieving better ROI.”
By replacing a limited plug-in that only allows a simple spend-reward system, Adorn Cosmetics will also expand its customer loyalty program to provide more incentives for customer engagement, such as returning packaging for recycling. Adobe Commerce will also connect more seamlessly with its inventory system and automate the process, to ensure the website has up-to-date stock information and eliminate the need to email customers back-and-forth on availabilities.
Security was also a critical imperative for Adorn Cosmetics. The integrated payment gateways and security certifications in Adobe Commerce will allow the company to securely transmit credit card data while avoiding the need to store sensitive information, to provide customers with a smooth and more protected checkout experience. Additional tools like security scanning will also help Adorn Cosmetics monitor its website and receive regular updates on security risks and malware.
“Adorn Cosmetics is well on its way to realising its ambitious e-commerce vision, to create innovative digital experiences for their consumers and make a positive impact on society,” said Scott Rigby, Head of Digital Transformation for Enterprise Solutions at Adobe APAC. “We are excited to help the Australian brand create more powerful and personalised online shopping experiences, with the flexibility, security, and authenticity that Magneto Commerce brings.”
