When skincare brand Kiehl's launched its Singapore e-boutique, it discovered that online customers and the products they buy are very different from those offline.

Why it matters

Kiehl’s e-boutique does not chip away at offline sales because consumer behaviour online is very different, with the e-boutique attracting more younger shoppers and more men.

Takeaways

• The vast majority of Kiehl’s website traffic comes from mobile.
• The online customer experience and touchpoints are vital.

• Leverage unbiased reviews and ratings because consumers want validation....