E-Commerce

Bobbi Brown Checkout Issue | Brand Experience Project

by Jamie Sanford on April 7, 2022

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First up, a general shopping tip. Sephora is currently having a sitewide sale, offering 10% off on everything. This sounds great, and I considered picking up some Bobbi Brown face base, a product I now see as one I cannot be without. However, it occurred to me that I should check to see if Bobbi Brown has their own e-commerce website, and I am so glad I did.

Bobbi Brown’s site is offering 25% off on everything during the Sephora sale! In addition, Rakuten will give you 4% cash back on purchases. Remember to check the manufacturer websites!

Having said that, I did run into a small issue during checkout on the Bobbi Brown site, and wanted to share it.

It was promoted prominently on the website that if you spent over $75 that you would get to create your own 4-piece set. I didn’t know what this meant exactly but I was excited to find out later that it would be 2 full-size makeup products from a selected group, a miniature skincare item and a makeup bag. How fun! (Also a great effort to increase the cart value and to make the shipping costs that have to be paid a bit less painful on the part of the brand.)

Let’s take a look at the page where you were sent to create your set.

The color names are unfortunately cut off. It’s very helpful that the colors are prominent in the product images, because I could find no way to reveal the color names peeking out underneath.

I also struggled with the select sample buttons over the covered text, which I suspect is related. Lower on the page (not shown here) where I was choosing the skincare, no color information was needed and the buttons worked immediately.

This is obviously a small issue, but I personally don’t like to see ANY issues. This added bonus set is such a great offer but is marred by the issues with choosing your items in checkout.

The rest of my Bobbi Brown shopping experience was quite good, so I look forward to continuing to shop there.

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I am back again, unfortunately having had another issue with a Colourpop promotional email. Their products are generally really great, so I don’t want to dump all over this brand. However, this issue I have today is a real miss and would be very simple to fix.

Let’s look at the email.

The rest of the email talks about other products in the Xtra Celestial collection, but the look is the same. Lots of product images like what you see here, showing the products in their packaging.

None of these images show me anything about “holographic hues” or “multi-dimensional looks.” I scrolled through the whole email looking for images of these products on a real human, and there weren’t any!

I clicked through to the website to see if I would find some. There they are!

In the eyeshadow products, you get to see this image (apparently from @emmas__eye).

SIDE NOTE: The image notes “emmas_eye” with what appears to be a single underscore. The actual person responsible for these images is “emmas__eye” with 2 underscores. Did no one check this?

Anyway, all 3 shadow palettes have an image showing the product on Emma’s eye, and they are great.

I really get to see the sparkle and color in these images. This content should be in the email somewhere! I find myself much more interested now that I can see the shadow on actual skin. I’m sure that someone at Colourpop is analyzing their emails and perhaps just showing products in packaging gets more people to the website, hoping like myself to see images of the product in use. Maybe I am fretting about this being a fail when it is actually a HUGE win for them. I would absolutely love to find out.

It is a miss that there is not more skin tone representation here. They do have swatches of shadows on multiple skin tones, which is great (and should be the standard), but I find it hard to believe they could not have partnered with a few other makeup/beauty influencers with a variety of skin tones. If they know enough to create the images of swatches on arms, they should know enough to present looks on more skin tones as well.

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ColourPop Promotional Fail | Brand Experience Project

by Jamie Sanford on December 10, 2021

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While I have largely reduced makeup purchases over the course of the last few years, I have kept myself on the mailing lists of brands I enjoy because I like to keep up with new product launches and also to see sales when they are happening.

One of the few makeup purchases I made in 2020 was the RawBeautiKristi and ColourPop palette because I have been watching her on YouTube for years and the palette and the eyeliners were right up my alley.

Cut to December 10, 2021, and obviously I open an email from ColourPop with the subject line “20% off RawBeautyKristi fave Colourmom Products.”

I’ve dropped the email below, and I’ll continue below the image.

Oh ColourPop, why. Why did you create a sneaky and confusing email?

Big picture of Kristi at the top, from her product launch in 2020, which is fine. I’m going to get 20% off on her faves with their code, great!

Then the only product that they show is her makeup palette from last year’s collaboration which is back in stock! GREAT!

…until I see the fine print.

*Offer excludes RawBeautyKristi x ColourPop Collection.

Get the entire hell out of here ColourPop! This is shady at best. When you click the email, the first thing on the page is the palette that isn’t included in the sale!!!

I create sale emails on a regular basis, and one of the things I’m SO deeply committed to is trying to make my messaging clear. This feels like the opposite of that. Sure, ColourPop can point to the tiny disclaimer on the palette, but to only feature one product in the email and have it be the one that isn’t included in the sale they are touting frankly sucks.

My ideas for improving this:

  • Keep the subject line and keep the top of the email. However, add a huge indicator of “This one is not on sale, but you can also take advantage of the restock of this palette.” (Something along these lines.)
  • Keep the subject line and the top of the email, but show other products that are actually included in the sale with a “shop now” button, and have that link only show items on sale. At the bottom of that email, promote the re-stock of the eyeshadow palette, and perhaps be a bit more generous with the font size on the messaging that the palette is not included in the previously-mentioned sale.
  • Make 2 emails, one promoting the sale and one promoting the restock. I understand the interest in limiting to one email, but I doubt that ColourPop would regret a separate email promoting an item that was so popular that they are restocking it an entire year later.

I will now be keeping a closer eye on the ColourPop emails to see if this is a regular occurrence or if they simply got it wrong this time.

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As previously mentioned, I am a Frank Lloyd Wright person. (You likely know at least one of us but you might not find out until he gets brought up in some way and then we won’t shut up about it!)

Click here for all mentions of Frank Lloyd Wright in the history of this website. These range from a series of posts from when I visited Florida Southern College to see so many FLW buildings at once to random mentions of products I would like and more.

However, that’s not the point of today’s post. I previously reviewed a ShopWright.org email I received with suggestions on how I would edit it, and mentioned then that I would come back to write about the website itself. Here we go!

I’m not sure why, but all of the homepage banners on my screen appeared blurry, as if created at a smaller size than the window allows. This should be an easy enough fix.

I navigated to the tabletop sculptures page, and while I see the challenges with these items, I highly suggest that all of the product images be resized into a consistent size. This presentation is hard to shop and the overall scale of things is jarring.

The landing page for Office items is fairly straightforward, but I do struggle with the text presentation at the top. Great for SEO purposes, but I think the font could be bigger, especially for those on a desktop like I was using here. I checked this page on my phone and it is a better experience, but that should be able to be adjusted so that it is accessible and readable on multiple devices.

On to Garden Sculptures! My main issue here is the same as before, the inconsistent sizing of images making for a staggered look to the images and the text underneath them. I do think the inclusion of the garden journal here is nice, but the image is very blurry, which for an item that is presumably small is very strange. I am also reminded here of the product naming issue I was having in my post about the ShopWright.org email. Product names = page titles on this website, so either that needs to be addressed in the actual product names, or the page titles need to be created separately from the short-form product name.

I’ve pasted 2 screenshots here to show differences in how the text content looks on product pages. This is definitely another area that should be consistent and appear the same. A specific format for how this text is created and presented should be developed and used throughout the site.

Consistent pieces of information should certainly be placed underneath the descriptive text at the top of this content section. Measurements should be presented clearly and consistently throughout, as should information on where the item is produced.

I’ve added two views of the footer here as the first is a bit small. I had this same issue with the email content. The “about us” appears to be this and only this. I have a problem with the first sentence, as I think that starting with the word “trusted” is odd. It should probably say:

ShopWright.org is your trusted source for design-inspired and Frank Lloyd Wright licensed products.

I also believe that there are some incorrect capitalizations in that sentence, which I have edited in my rewritten version. I very much appreciate the next sentence about the proceeds and where they go, but there is no link to get more information on the Trust and what it does! There is a website for the trust, so this is possibly the easiest thing to fix on all of ShopWright.org.

Regardless of the issues as I see as a brand experience enthusiast and longtime e-commerce professional, I do love the items available on ShopWright.org. I am (unsurprisingly) partial to the bird feeders, but I also really love the idea of getting the house numbers as well.

I hope to see ShopWright.org updating their site content soon.

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I was obsessed with nail polish for a while. I had stopped biting my nails after a long time of doing so, and it became fun to paint my longer nails. However, over time, it started to feel less fun and more like work. I ended up disseminating most of the nail polish I had collected to friends and family and kept a small amount for me.

However, I have tried to keep in touch with Zoya (AKA Art of Beauty) because they have great nail polish and lots of lovely colors. I tend to buy nail polish for my mom at least once a year and Zoya is one of my go-to brands.

I ordered in November of 2020 in preparation for the holidays, and waited actual weeks for my items to arrive. This is not the first time that it seems that this company is a bit incapable of hiring additional staff during periods of higher sale volume, but I’m not actually here to talk about that today.

Instead, I want to address the insert that I received in the package with my items.

The first image is fine. They are asking for my input on the packaging of my items and helpfully letting me know that the peanuts are not Styrofoam. Great.

Then I turned it over and read what is a VERY UNFORTUNATE message about what my email provider is doing. The initial messaging about promotional emails being sorted into different folders is not terrible, but it really goes off the rails in the second paragraph. “Or is it maybe because they can’t generate advertising dollars because you’ll shop at Zoya.com instead of somewhere they can track or make money from your clicks. We’re not sure but the person that suffers is you!”

Whoa.

That middle paragraph is completely unnecessary and feels like it was written by a very angry marketer. The whole thing feels incredibly aggressive and ends up with Zoya looking very bad, at least to me.

Let’s rewrite this to get the message across without the rage.

Are you not seeing emails from Zoya? Let us help!

Many email providers have filters in place to assist in sorting your email inbox, which can send your Zoya emails to promotions folders or even the spam folder.

We have heard from Zoya customers that they miss our emails, and so we have created a guide for making sure that our emails will make it into your inbox! Please visit the link below and follow the instructions there so that we can continue to share information on new products, and of course, our special offers and sales!

www.zoya.com/whitelist

I’m sure I would perhaps edit what I’ve just written above, but I think it’s a much better presentation of the information. It just didn’t have to be SO negative and SO angry-sounding.

I haven’t ordered from Zoya since I received this insert because I’m not sure about them as a company. To allow for mass production of a message like this is a decision I find questionable.

Perhaps they will see this blog post and adjust this messaging in the future.

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