Estée Lauder Creates Industry Firsts
Softvision Worked with Estée Lauder to Design the eCommerce Platform that Supports 125+ of their Websites Across the Globe
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In 1946 Estée Lauder and her husband Joseph launched their cosmetics company with just four skincare products. Today, Estée Lauder Companies (ELC) has a diverse portfolio of prestige brands sold in over 150 countries and territories via eCommerce channels and top department stores.
- Global eCommerce sites across all Estée brands
- eCommerce sites in 39+ countries
- 1,480+ eCommerce sites
- $1B in eCommerce revenue in 2016
In 1997, not many retailers were thinking about digital strategy. However, ELC called on Softvision to help them explore ways the online world could support the brand. Years later, as mobile cosmetic sales became a multibillion-dollar revenue stream, the company realized they urgently needed to expand the reach of their mobile and digital presence to maintain their competitive edge.
The resources and expertise needed to quickly localize the eCommerce and mCommerce sites for more than 125 of their subsidiary brands across 25 geographies and languages was beyond their capabilities, so they again turned to Softvision for help.
Softvision’s network of experts, or Guilds, jumped into action. They designed, implemented and ran an eCommerce platform that supported over 125 of ELC’s subsidiary brands’ websites across 25 geographies and 15 languages. This was accomplished on an aggressive timeline.
In an effort to deliver a modern, scalable solution, Softvision worked to define a plan to replatform with a Microservices Architecture. The goal: build an “immortal” solution so that ELC can have a continuous evolution over time rather than major periodic rebuilds.
Digital Touchpoints and Softvision Guilds:
Softvision’s practice areas, called Guilds, pull the right experts to build high-performing teams for our partners. Those agile delivery teams, or Pods, work as cross-functional teams to “Transform while they Perform.” Each Guild is a world-class community of expert talent in an area of expertise. For ELC, the following Guilds have led the delivery success:
- Guilds: Full Stack, eCommerce, QA Automation, Analytics
- Digital Touchpoints: Mobile, eCommerce, Front-end/Back-end, Design & User Experience, Retail Technology Platforms
This level of expertise and commitment has enabled ELC Online to be recognized as a pioneer in digital commerce, one of the few companies to achieve a $1B+ online business and doing so on a broad global basis using custom-built technology, supported by processes based on best practices.
The financial impact has been substantial, with more than $1B in online revenue generated each year via the technology platform in both FY2016 and FY2017. Additionally, ELC’s online division has experienced sustained 20-30 percent growth annually.
Based on the strong results of this project, Softvision Guild members are now working on new e- and m-Commerce projects for ELC, and the relationship between Softvision and ELC continues to grow. Russ Moorehead, Senior Vice President Global Digital Operations and Innovation at ELC, speaks to Softvision team members on a daily basis, while William Lauder and CEO Fabrizio Freda know Softvision as a key technology partner that helped spearhead the early online technology group and have since helped it evolve and grow to be a significant contributor to the business results and digital brand overall.