Lookfantastic.com revamped its website and debuted a print
catalogue in time for Christmas. The catalogue features a
selection of items from the company’s range of hair and beauty
products. Head of marketing Hannah Bacon told
Catalogue/e-business that best-sellers and products that
make good gifts were selected for the catalogue as were items
from “key” brands that the company had chosen to
Lookfantastic mailed 100,000 copies in October to its database targeting lapsed customers, one-time buyers and loyal customers. A further 20,000 copies were sent out in November. The catalogue includes a staggered voucher code that will help Lookfantastic gauge customer response. The top offer is £15 off a £160 spend. Bacon said that if results show a marked increase in website traffic or customer reactivation, it will continue with the catalogue.
The company’s website, powered by Red Technology, has been redesigned to become more “visual” and “magazine-esque”. Lookfantastic wanted to give customers a better reason to visit than simply “Here’s your shampoo, now give us your money,” said Bacon. Lookfantastic.com’s previous eCommerce platform was unable to support many of the latest reporting and merchandising techniques, said Red managing director Calvin Litchfield, and was not search-engine friendly, so the company ended up spending a lot of time and money on paid search campaigns. The new site aims to boost natural search rankings.