MAC COSMETICS COMMUNICATION DASHBOARD

M.A.C M.A.C COSMETICS COMMUNICATION DASHBOARD

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NWAMAKA IDIGO In partial fulfillment of the requirements for CMN 6910: Communication Dashboard Project Northeastern University College of Professional Studies December 2015

“ A l l A g e s , A l l R a c e s , A l l S e x e s ”

www . m a c c o sm e t i c s . c om

M.A.CCOSMETICSCOMMUNICATIONDASHBOARD


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BACKGROUNDOFTHEORGANIZATIONThe creative urge to bridge the gap between Makeup artistry and fashionphotographywaswhat led toMake-UpArt Cosmetics, ("OurHistory", 2015). TopFashion Photographer, Frank Toskan, and Frank Angelo, who owned a chain ofsalons, launched thisdream inMarch1984, inToronto, andaccording toSporkin,1991,“withtheassistanceofchemistVicCasale.”ThefirstU.SM.A.Cstorewasopenedin1991,inNewYork.“In1995,EstéeLauderCompaniespurchased51%of the company” (Chesters, 2011) and inMarch1998,after the death of Frank Angelo at the age of 49, “Estée Lauder acquired theremaining shares of the company, while John Demsey was named president ofM.A.C”("OurHistory",2015)With a brand that exuded class and glamor and products endorsed by celebritiesworldwide,for“Allages,allraces,allsexes”("OurStory;Whoweare",2015),littlewonderwhyMaccosmeticsbecameasuccess.Presently,Maccosmeticsareoneofthemost famousandaresold inover1500 locations in105countriesworldwide.("OurHistory",2015)OVERVIEWOFTHEWEBSITE;www.maccosmetics.comSinceM.A.C“isoneofthefewcompanieswhichhasusedinnovativePRandunconventionalmarketingtocreateanicheforitselfwithoutspendingmillionsofpoundsonadvertising”(AC,2007)itsprimarycommunicationvehicleisitswebsite.Thereyou’llfindthecompanyinformationandproducts/retailinformation.Mac’scurrentwebsitewasreleasedinJune2015anddesignedbyVSAPartners.Theiraimwastorevamptheirbrand’swebandsocialmediapresencebeginningwiththeirbusiness’swebsite.Thismakeoverincludedrefurbishingtheappearanceandambianceofthesite,fromthehomepagetotheproductspageandtheshoppingbagwithnewfeaturessuchasbiggerandbetterpicturesshowcasingtheirbeautifulvisualsandcreativity.M.A.C’sHOMEPAGESTRUCTUREOncethehomepageappears,abeautifulandwell-organizedpage,consistingoftabs,images,andlinksisdisplayed.Thewebsite’shomepagerepresentseverysectionofthewebsite; this can be seenwhile scrolling up and down or by clicking the toptoolbar.

SECTION1•  DESCRIPTIONOFTHECOMMUNICATIONVEHICLE


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Asshowninfigure1.1,thehomepageisdividedinto12sections:

1. HereM.A.Cletsthecustomer know about itslimited edition newproductandgivesyoutheopportunity to sign up tobe one of the first peopleknow once it and otherproducts or promotionsarrive.2. This is at the verytopofthehomepage;itisthe function tab whereyou can navigate todifferent categories i.e.the bestsellers, products,the sign in/sign up page,theshoppingcart,etc.3. This is the link tothelatestcollections.4. This link willdirectcustomerstowherethey can book makeupsessions/lessons atM.A.C’s first everMakeupStudioinNYC.5. & 11. This linkleads customers toM.A.C’s “Culture” blogwhere we are drawn tobecome a member ofM.A.C’s “cult”. It is “theworldofM.A.C.Cosmetics,a place where allpersonalities—thestarsand the freaks, the icons,andtheoutcasts—arenot

[Fig.1.1]Source:maccosmetics.com


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only welcome, they are revered.” (PERGAMENT, 2014)We learn about them,theirstyleandaresometimesgiventipsonhowtoachievetheirlooks.

6. M.A.C encourages its customers to upload pictures with their lipsticks whileusing specific hashtags. Each day the pictures are uploaded to the site as the#LipOfTheDay.

7. M.A.Crecommendsaproductforeachcustomer.Thisrecommendationiseitherapreviousorderoraproductthattheybelieveyoumightappreciate.

8. Thislinkdirectscustomerstotheirnewlipglosses.9. This connects customers toM.A.C’s no one charity, theM.A.C Aids Fund. Here

M.A.CusescelebritiestopromotetheLimitededitionVIVAline,i.e.NickiMinaj,Rihanna,MileyCyrus,etc.andalltheproceedsaredonatedtotheirAidsFund.

10. Thisisthe“Whoarewe”section.HereMactalksaboutitshistory,mission,visionandfuturegoals.

[Fig.1.2]Source:maccosmetics.com12.

In this section, customers are given the ease of locating a nearby M.A.C store,communicatingwithcustomerservice,findingoutmoreaboutM.A.C,exploringtheiraccounts,selectinggiftcardsandconnectingwithM.A.ConsocialMedia.It is also important to note that M.A.C makes it easy to communicate with acustomer service agent,whether theyneedmakeup tips or helpwith an order orreturns.TheyareavailablefromM-Ffrom10amto10pm.

[Fig1.3]Source:maccosmetics.com[Fig1.4]Source:maccosmetics.com


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While shopping the website makes it easy for customers’ to save products byclickingonthehearticoninthefavoriteslistorsendproductstotheirshoppingcartbyclickingonthebagicon.[Fig1.6]Source:maccosmetics.com

This is a special holiday feature. Mac has created limited edition collection for acustomersthatreflecttheseasonandspiritoftheChristmasholiday.

[Fig1.5]Source:maccosmetics.com


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[Fig1.8]Source:web.archive.org

Thenewwebsitedoesabetterjobofshowcasingtheproductsasopposedtotheoldwebsite.Theimagesarelargerandclearerespeciallywhilecontrastwiththewhitebackground.


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TheArtistrySection:Here we are introduced to theworld of M.A.C’s artists; whatinspires them to create theworkthey do and tips on how toachieve specific looks perfectedbythem. Thereare instructionalvideos and step-by-step picturesso as to make practice easier.There are also tweets beingposted by the artists eitherupdating the customers orencouraging them to purchasecertain products byrecommendingthem.



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M.A.C’sCOMMUNICATIONOBJECTIVESi.PromoteonlineandpersonalSalesM.A.C’snewandattractivewebsite isaimedatattractingcustomersandmaking iteasy/convenient for them to make shopping decisions. The website also has theoptiontochangelanguages.M.A.Chasafavorablereturn/exchangepolicy,“AtM·A·CCosmeticsOnline,yoursatisfaction isourguarantee. If foranyreasonyouarenotcompletelysatisfiedwiththeproductspurchasedfromM·A·CCosmeticsOnline,youmay return theunusedportion for exchangeor refund (noquestions asked!we’llevenpaythereturnshippingfee).”("Returns",2015)ThisprovesthatM.A.Cstandsbehindthequalityoftheirproduct.TheyalsohaveabacktoM.A.Cprogramwheretheyencouragecustomerstorecyclebyreturningsixemptyproductcontainers,andtheygetafreelipstick,whichisworth$17.“Personal selling isoneof theoldest formsofpromotion.M.A.CCosmetics followsthisstrategyandstandsoutas theworld's largestmakeupcompany.They inform,engage,andpersuadetheirtargetmarketaswellasremindcustomersofnewandexisting products by word of mouth” (Quaatey, 2012) By communicating withcustomersthrough,makeuptutorialsoradvice,M.A.Cisbuildingandmaintainingarelationship. “We did something different by encouraging employees to sell theirtalentratherthansellingmakeup.Ialwayssaiditisnotaboutsellingtheproduct;itisaboutsellingyourselfandyourabilitytomakechoicesforthatcustomer.”(SHEA,2014)ii.Increasebrandawareness,loyaltyandcustomerengagement.M.A.C website is not just an online store; the Artistry feature gives repeat andpotential customers the opportunity to learn new makeup techniques and skills.Whencustomerspurchaseaproduct,tosaythankyou,“MACCosmeticshascreatedapostcardwithafriendlynoteandascannableQRcode.Whenamobileuserscansthecode,theyhavetheoptionofviewingaseriesoftutorialvideosrelatedtosomeofMACCosmetics’most popular products. Customers can quickly access tips andtricks fromprofessionalmakeup artists on how tomake themost of their recentpurchases.”(Instantly,2014)iii.FightAIDSwithlipsticks.DuetotheirpassionforcombatingAIDS,AngeloandTuscancreatedtheVIVAGLAMline. All proceeds of the products are being donated to their M.A.C AIDS fund.According to SCHIRO (1997), “The fund finances AIDS education and prevention,meal delivery, emergency financial assistance and home-care services.” M.A.Cadvertises these products by getting them endorsed by celebrities. Each line is


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tailoredtoacelebrities’personalityorfavoriteshade,thatwaycustomersfeel liketheyareusingaproductthatwouldhaveotherwisebeenusedbythestar.Presently,the current line is the Viva Glam Miley Cyrus, and M.A.C has already begunadvertisement for the next Viva Glam, Ariana Grande.

[Fig1.10]Source:google.comAs stated in ("How itworks"), 1 glam lipstick = 1Monthlymedication planner tohelp a person manage their treatment regime/1 counseling session for an HIV+woman/18 Personalized birthday cakes to be hand delivered to a PLWHA onhis/her birthday/14 blood glucosemonitoring drips/1 pair of school shoes for achildorphanedbyAIDS/2Safersexkits/1rapidoralHIVtest/8individuallytailorednutritioushomecookedmeals/37deliveriesofdieteticallysoundmeals/1vegetableseed started pack for a community garden/23 female condoms or 233 malecondoms/1privatetherapeuticrecreationalsessionfor1patient/1monthofpublictransportforawomantotraveltoandfromthedoctor’soffice/15copiesoftipstoeating well/1 month of groceries supplies/1 party pack for a child to celebrateChristmas,Easterorabirthdayetc.[Fig1.11]Source:macaidsfund.com


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MARKETPLACEANDMARKETINGSTRATEGYMACismarketedtobothindividualsandorganizations.WhenMACwascreated, itwas aimed at providing Makeup that will stand the test of time for professionalMakeup artists to apply during photo-shoots, fashion shows, and movies/musicvideos.NowM.A.Cismarketedtowomenandmenofallagesandraces.“MAC Cosmetics was revealed as the runaway leader, dominating the colorcosmetics sector due to the seamless integration between its social channels andbrand website” (Healy, 2014) This is due to the fact that it aims at fulfilling theneeds of its customers and interacts on social media platforms, i.e. YouTube,Instagram,Twitter,Tumblr,etc.M.A.C aims at developing andmaintaining engagement; it tracks its results and isverycreative/innovativewithitsactivityonSocialMedia.For instance,M.A.C encourages its customers to create bold lip designs andpastethem on their Instagram with specific hashtags e.g. #MacArtOfTheLip and#LipOfTheDay


M.A.C under Estee Lauder provides gross value through a personalized consumerexperience. They focus on expanding their online presence into a multi-pronged

SECTION2

•  DESCRIPTIONOFTHEORGANIZATIONALENVIRONMENTANDTARGETAUDIENCES


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digital strategy that combines e-commerce, m-commerce, and digital and socialmedia,withtheaimofimprovingthebrand’spoliciesallacrossonlineactivitiesaswellasincreasingdirectcontactwithconsumers.“M.A.C.’smarketsegmentingistheprocessinwhichtheintendedactualmarketsaredefined,analyzedandevaluatedjustbeforethefinaldecisionismade.M.A.C.targetsitsmarket,withtheirstrategicapproachtocreatingamarketingmixforaparticularmarket segment and potential buyers.”(Quaatey, 2012) Hence, M.A.C’s continuedsuccess.TARGETAUDIENCEMac’sprimarytargetaudienceis“Allages,allraces,allsexes”("OurStory;Whoweare", 2015).WhatmakesM.A.C different and better than it competitors is that itcaters to all races. However, the majority of its customers are women. Becausewomen have become financially independent, this is seen as an advantage sincemostofM.A.C’ssalescomefromwomen.M.A.C cosmetics secondary target audience is “mostlyGenerationX andY;whereGenerationXincludespeoplewiththeircareerslaunchedandfamiliesstarted,andGenerationYrangingfromcollegestudentstokidsintheirteens.”(Rattus,2012)Theprimarybenefitof targetingGenerationY is that theyare technologicallyandsocialmediasavvy.TheInternet,socialmedia,andmobileapplicationsareM.A.C’skeymarketingtools.Thebehavioralprofileoftheirtargetaudienceispeoplethatdonotmindspendingmoneyonbeauty,fashion,socializingandentertainment.“M.A.C.Cosmeticsusesdemographicinformationasthebasistotargettheirmarketwithintheagesof18-49becauseithelpsthemmeettheneedsoftheirconsumersofage, gender, income, ethnic background and family cycle” (Quaatey, 2012) M.A.Csatisfies its targetaudiencebyofferingproductsataffordableprices foreveryone.M.A.ChascreatedanicheforitselfwhereitisperceivedasclassyandAvant-gardewithoutbeingseenasextravagant.


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AUDIENCEPROFILE[Fig2.2]Source:alexa.com

[Fig2.3]Source:alexa.com

[Fig2.4&2.5]Source:alexa.com


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According tometrics foundonsimilarweb.comandalexa.com,65.41%means thatthiswebsitegetslotsofvisitors.ItsprimarytrafficisfromtheUS,itisranked#3841intheUSanditsbouncerateis27.40%,whichisagoodsign.[Fig2.2]Source:alexa.com

[Fig2.6]Source:alexa.comAsseeninthediagramabove,M.A.C’smajorvisitorsarewomen.Thisisverynormalbecause women are highly attracted to makeup, and some of them consider itessential. In fact, most women do not see makeup as a luxury but rather as anecessity. Although, in some very few societies, women are not allowed to applymakeupapartfromthoseplaces,themajorityofwomenandevenmendo.


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Non-collegeorhigh school students areunder-representedwhileGraduate schoolstudents and college students are seen as M.A.C’s major audience, with collegestudentsgoingwaypastaverage.Asstatedearlier,M.A.C’smajorpatronsarewomenbetweentheagesof25–44aretheyaremoretechsavvyandmoreconcernedwithbeinginvogue.It is funny but not weird to see that People browsing from work are very wellrepresented at M.A.C’s website, almost as much as people browsing from home.Somepeople considerM.A.Casa luxurybrand,due the fact thata tubeof lipstickgoesfor$17,andadrugstorelipstickcostshalfofthat.Therefore,notmanypeoplecan afford to buy makeup from M.A.C especially since they can afford to get itsomewhereforacheaperprice.Thismaybeconsideredasthereasonforthesmallpercentage from those in No College and the high percentage of those with anincomeof$60kto$100k+.ThehighpercentageofAfricanAmericans andCaucasians isnot surprising, beingthatthisisthewebsitefortheUS,howeverAsiansareunder-representedalthoughthereisarelativelyhighnumberofAsiansintheUS.Finally,thehighpercentageofthosewithoutkidsmaybebecause,mothershardlyhavetimeformakeupduetohigherandmoretime-consumingpriorities.[Fig2.7]Source:similarweb.com

Accordingtosimilarweb.compeoplethatareinterestedinM.A.Carealsointerestedintheabove.ThisisnotstrangeseeingasM.A.Cisalsocategorizedunderthem.


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COMPETITORAUDIENCEPROFILECOMPARISON

[Fig2.8]Source:alexa.comThemosttrafficinallthreewebsitesisfromtheUS,beingthattheyoriginateformthere,whichiswhyitisourfocalpoint.Sephorahasthemosttrafficleadingbymorethan50%while Cliniquehas the least traffic. However in the estimate of uniquevisitors, M.A.C has almost half as many visitors as Sephora. I believe the reasonSephorahasthismuchvisitorsisbecausetheysellmuchmorethanmakeup.Theysellotherbrandsofmakeupaswellasfragrances,hairproducts/toolsandskincareasopposed toM.A.C just sellingmakeup.However, it is still consideredasM.A.C’sbiggest competitor. This shows that M.A.C may need to extend its product line,althoughitisalreadybranchingouttoskincare.


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[Fig2.9]Source:alexa.comFig2.9showsusthewebsites’sourceoftraffic.SocialMediaconstitutesofnotmorethan 3% on all websites. Considering the fact that this is M.A.C’s main source ofadvertising, it is advisable that they look into how to increase the percentage.Probablytheycanmakeavailableoneverypost, linksthatdirectcustomerstothewebpageoftheproductbeingadvertised.

[Fig2.10]Source:alexa.com


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Thereputationmetricsshowshowpopularthewebsitesareonthesesites.AlthoughM.A.CfocusesmoreonYouTubeandInstagram,thatisnoexcusefortheextremelylow popularity on Facebook and Google+. I recommend that they work hard oncreatingareputationonthesesocialmediaoutlets.Theymightalsobeabletoreachouttothe45–65+demographic.


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“A benchmark study is preliminary research done to learn about audiences or anenvironmentortosetgoalsforfutureprojects.Abenchmarktocompareagainst,isastandardagainstwhichyoumeasureprogresstowardsyourgoals.”(Paine,2011,p.34)INTERNALBENCHMARKSAccording to Paine (2011), “A key point to remember is that measurement is acomparative tool; to decide if you are successful you compare your results tosomethingelse.Themostsuccessfulcomparisonsaretoyourcompetitions”(p.37)Asacompany,tounderstandhowfaryouhavegoneorhowwellyouhavefaredyouwill have to compare it to where you are coming from and how were doingpreviously.“Themosteffectivebenchmarkistocompareyourcompanytoitspastperformance.”The Makeup company is growing, and this means more competition for M.A.C.AlthoughM.A.Chascarvedanicheforitself,peoplearecomingupwithbiggerandbetterideas,theyareputtingalotmoreintoadvertisingthanM.A.Cisandtheyaremoreaffordable.To Measure M.A.C’s internal benchmarks, I will have to compare cases that aresimilaroverdifferenttimelines.Iwilllookoutforhoweffectivethecurrentcaseiscomparedtothepreviousone.ForInstance,sinceM.A.CupdateditswebsiteinJune,•Byhowmuchpercentagehastheirmonthlyincomeincreasedordecreased?• Howmuchdid it cost to improve this site as opposed tohowmuch it cost todevelopthepreviousone?•Howoftendocustomersvisitthewebsite?•Howlongdoesittakecustomerstostayonthissite?•HowoftendovisitorsconnectwithM.A.Cthroughsocialmediaoutlets?•Whatisthepercentageofreturnvisitors?• What are customers most purchased item? (Products not mentioned on thebestsellerspageofthewebsite)•Howmanyvisitorschoosetosignupandhowmanyvisitorselecttocheckoutasguests?

SECTION3•  DESCRIPTIONOFBENCHMARKS


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• What percentage of used/unused products is returned every month? HoweffectiveisthebacktoM.A.Cprogram?•Whatpercentageofcustomersusetheirmobilephonestoshop?•Howfastdoesittakealimitededitionproducttosellout?• What percentage of clients chooses to chat live with customer servicerepresentativesandwhatpercentagepreferstocallinstead?•Whatpagesdonew/returnguestsfrequentlyvisit?•Whatpageorproductreceivesthemostorleastclicks?•Whatisthepercentageofclickstheygetfromtheirnewsletters?These questions will enable M.A.C to understand how much revenue they havegenerated or how engaged/aware their customers are. They will also be able tofigureouthowefficienttheirnewsiteasopposedtotheoldoneandhoweffectivetheirmodeofadvertisementis.Itwillalsohelpthemunderstandhoweffectivetheirmethodsofcommunicationare.EXTERNALBENCHMARKSAs stated by Paine (2011), when measuring external benchmarks, “Ideally youwouldbenchmarkagainsttwoorthreecompetitors:Astretchgoal,apeercompanyandanunderdogwho’sjustbeginningtonipatyourheels”(p.37)I have chosen to benchmarkM.A.C against two competitors, Sephora (The stretchgoal)andClinique(Theunderdogdog)“Sephorawasfoundedin1970,inParisbyDominiqueMandonnaud.Featuringmorethan 200 brands, along with its private label, Sephora offers beauty productsincludingmakeup,skincare,body,fragrance,color,andhaircare.LouisVuittonandMoetHennessyLVMHownSephoraasof1997.”("Aboutus",2012)“Clinique is an American manufacturer of skincare, cosmetics, toiletries andfragrances,usuallysoldinhigh-enddepartmentstoresownedandoperatedbytheEstéeLauderCorporation.Itwasfoundedin1968byEsteeLaudercompaniesandCarolPhilips”("OurHistory",2014)


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COMPETITORSThe graph below represents the global historical traffic for M.A.C, Sephora andCliniquewebsitesinthelastoneyear.SephorashowsthehighestamountoftrafficwhileCliniqueshowstheleast.Sephora’s traffic has reduced compared to where it was in January while M.A.Cseemstobethesame.AlthoughtherewasaminordeclinefromMarchtoJune,thereis an increase now. Thismight be as a result of thewebsite’s renovation in June.Clinique,ontheotherhand,seemstobeunsteady;therewasanincreaseinJanuary,butthathasdroppedand,unfortunately,ithasnotcaughtuptowhereitwasatthebeginningoftheyear.[Fig3.3]Source:alexa.com


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BESTPRACTICESNavigationandEaseuse:“Thedesignofawebsite’snavigationhasabiggerimpactonsuccessorfailurethanalmost any other factor. It affects traffic and search engine rankings. It affectsconversions and user-friendliness. Everything important about your website isconnectedtothenavigation,fromcontenttotheURLs.”(Crestodina,2013)Whencustomersenterstores,theycanfindtheirwayabout,andiftheycannotfindaproduct theycaneasilyrequest forhelp fromanattendant,however,whentheyare going to a website, it is a different ball game. Therefore, it is important forretailersthatareinterestedinmakingaprofitthroughtheirwebsites,tomaketheirexperienceaseasyandstress-freeasitcanbe.SearchSome people believe that the search button is only needed if the website isunorganizedorcomplicated.However,aneasysearch isanessential functionofawebsite. Ithelps to filteroptionsand reduce confusion. “Fromausabilitypointofview, irritated users use the search function as the last option when looking forspecific informationonawebsite. Ifawebsite’scontent isnotorganizedproperly,an efficient search engine is not only helpful but crucial, even for basic websitenavigation.”(Fekete,2008)LinkstoSocialMedia“Withtheriseinpopularityofsocialmedia,itiseasiertoreachconsumersandmakeyourpresencefeltonsearchengines.Thisdevelopmentnowmakesastrongsocialpresence for your business or website a necessity.” (IMA, 2012) With animprovement in technology and an increase in the usability of mobile devices,enormousdemands formobiledevices, customers love to share their experienceswiththeirmobiledevices.Thiscanbeapositiveandacost-freewayofadvertisingforcompanies,or it canbenegativeandexpensive.Eitherway, it is important forbusinessestoincorporatelinkstotheirwebsitesandencouragetheircustomerstoshareexperiences.Theycanalsoinstructthemtousespecifictermsthatwillmakeiteasier foryouto locateandrewardthemfortheirservices.Thiswillalsogiveyoutheopportunitytomonitoryourproductsandstayaheadoftrends.


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FUNCTIONALITYCOMPARISONS

M.A.C

Sephora

Clinique

GlobalRank 11,275 1,016 17,144USRank %OfVisitors 3,242 63.5% 204 76.5% 3,556 70.6%BounceRate 27.40% 22.30% 28.6%Thedailypageviewpervisitor 5.39 9.24 4.80Timespentonwebsite 6:02 9:17 5:42WebsiteFunctions

Clearnavigationandeasytouse ü ü üInformationcanbesearchedeffectively(Searchfunction)

ü ü ü

FAQ ü ü ûThevisualappearanceofproductsisclear

ü ü ü

Thetextiseasytoskimandread ü ü üThewebsiteeffectivelyleveragessocialmediatools

Instagram,Twitter,YouTube,Facebook,Twitter,Pinterest

Facebook,Twitter,Pinterest,YouTube,Instagram,Google+,Tumblr,Wanelo

Facebook,Twitter,Pinterest,Instagram

Returnpolicy ü ü üMobileversion û ü ûShoppingcart ü ü üShippinginfo ü ü üEasytoregister ü ü üStorelocationandmap ü ü üBeautyStyleInsider ü ü ûContactUs ü ü üWhile comparingM.A.C to these external benchmarks, I realized that SephorahasthehighestglobalrankandCliniquehastheleast.However,thereisnotmuchofadifference betweenM.A.C’s and Clinique’s US rank. In fact, Clinique has 7%morepercentage of visitors than M.A.C does. Clinique has the highest percentage ofbounceratebutisonly1.2%higherthanM.AC;Sephora,ontheotherhand,ismorethan5%greaterthanboth.Sephorahasthehighestdailypageviewspervisitorand


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thelargesttimespentonthewebsite.AlthoughCliniquehasthelowest,onceagainthere is not much of a difference between it and M.A.C, at least, compared toSephora.Inthepastthreeyears,thethreewebsiteshaverecentlygonethroughrenovationsand commendably they have effective and efficient functions. However, there arestillsomedifferencesandsomeplacesforimprovement.IbelieveM.A.Chasamoreattractive design and structure. The design and structure for Sephora have thehomepage looking a bit crowded. There seems to be so much going on whileClinique’sseemsabittoodryandveryappealing.However,thetextfontsareclearandeligible.The three websites encourage participation in Facebook, Twitter, Pinterest andInstagram. However, Clinique does not seem interested in utilizing YouTube.Sephora also Wanelo, although not popular, seems like a good source of clickthroughtraffic.IwouldencourageM.A.CandCliniquetoinvestinit.Also,M.A.CandCliniquedonothavemobileapps;Irecommendthattheyinvestinthis,asitwouldhelptodrivemoresalesandrevenue.


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RATIONELBEHINDKPI

I selected the KPIS above because “Once you’ve agreed upon your objectives,defined your audience, and establishedwho orwhat youwill benchmark against,you are ready to establish the specific criteria for success or key performanceindicators, thatyouwillmeasure” (Paine,2011,p.37) “Becauseyoubecomewhatyoumeasure, it is critical tocarefullychoose themetricsbywhichyou trackyoursuccess…Whichmetricsyouchooseshouldbedrivenbythegoalsyouestablished.”(Paine, 2011, p. 87) therefore, each KPI is based on M.A.C’s communicationobjectives.

These KPIs will also be used to measure customer engagement in each of thecommunication objectives. According to Paine (2011), “engagement now meanseverything from the number of times a visitor returns to a site to the number ofcommentsona corporateblog, to thenumberof retweetsofa twitter stream” (p.79)Thereare five stagesof engagement, from levelone to five theyare, “lurking,casual,active,committedandloyalist.”(p.80)Therefore,theKPIswillmeasureeachstageofengagement.Theywillmeasuresitevisits(lurking),repeatandnewvisitors(casual), the amount of content shared on social media (active), the number ofpeoplethatsignupfornewslettersandemailupdates(committed),andthenumberoflipsticksboughtfromtheVIVAcollection(loyalist).

ItisworthytonotethattheKPItablerevealsaninterrelationshipbetweentheKPIs.TheoutputsKPIsaretoolsusedtoachievetheattitudinalKPIs,whichthencausesthebehavioralKPIstooccur.

SECTION4•  KEYPERFORMANCEINDICATORS


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CommunicationObjectives

OutputKPIS

AttitudinalKPIS

BehavioralKPIS

PromoteOnlineSales

§ Frequencyof releaseof new makeupcollections.(Heuristicassessment)

§ Quality and size ofproduct Images.(Heuristicassessment)

§ Quality of websitedesign and Ease ofuse. (Heuristicassessment &UsabilityTesting)

§ Cost of maintainingsite.

§ Website’s Practicalfunctions i.e.shopping cart, chatlive (Heuristicassessment)

§ Absence of brokenlinks and speed ofwebsite. (UsabilityTesting)

§ Value of discountcodes beingdistributed.

§ Perception of easeof website’spractical functions.(Survey/FocusGroup)

§ Motivation topurchase makeup.(Survey)

§ Degree of interestin differentcollections and thecelebrities thatmarket them.(Survey/FocusGroup)

§ Motivation to clickon products tolearnmoreaboutit.(Survey/FocusGroup)

§ Degreeof intent to“chat live” withcustomer salesrepresentatives.(Survey)

§ Motivation topurchase productsdue to discountcodes.(Survey)

§ Amount of revenuemade by onlinesales.(Metrics)

§ % Of returncustomers.(Metrics)

§ Conversion fromvisitors tocustomers.(Metrics)

§ % Of feedbackgotten from surveyon experienceswith customerrepresentatives.(Metrics)

§ % Of sales beingmadewithdiscountcodes.(Metrics)


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Increase BrandAwareness, Loyaltyand CustomerEngagement.

§ QualityandRichnessof the artistry andculture section.(Heuristicassessment)

§ Quality andFrequencyof releaseof videos and blogposts on the artistrysection. (Heuristicassessment)

§ Strength of cultidentity. (Heuristicassessment)

§ Easeof joiningM.A.Cpro. (Usabilitytesting)

§ Degree to whichexperience on sitestrengthensidentity as amember of “thecult”

§ Motivation to signupforandreadthenewsletter(Survey/FocusGroup)

§ Degree ofmotivation toupload picturesand videos onsocial media.(Survey/FocusGroup)

§ Degree ofmotivation tocontinue usingM.A.C products.(Survey/FocusGroup)

§ Level of interest inwatching thetutorials andreading the blogposts.(Survey/FocusGroup)

§ Motivation to signup as amember ofM.A.C pro.(Survey/FocusGroup)

§ # Of new visitors.(Metrics)

§ #Ofreturnvisitors.(Metrics)

§ # Of click throughfrom thenewsletter.(Metrics)

§ % Of click throughfrom social media.(Metrics)

§ % Increase ofreferred guests.(Metrics)

§ % Increase of pageviews.(Metrics)

§ # Of followers onsocial media.(Metrics)

§ # Of views onvideos.(Metrics)

§ #Of M.A.C promembers.(Metrics)

Fight AIDS withLipsticks

§ Quality of the VIVAlipstick brand.

§ Level of interest inthe shade of

§ # Of hours it takesfor the product to


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(Heuristic

assessment)§ Variety of lipstick

options as opposedtoothercollections.

§ Cost of maintainingboth websites. I.e.maccosmetics.comandmacaidsfund.org.

§ DifferenceinpriceoftheVIVAlipstickandtheothercollections.

lipstick.(Survey/FocusGroup)

§ Level of interest inpaying more for alipstick.(Survey/FocusGroup)

§ Degree ofmotivation topurchaseaproductfor charity.(Survey/FocusGroup)

§ Degree ofmotivation toencourage othersto purchase for acause.(Survey/FocusGroup)

sellout.(Metrics)§ % Of new and

returnclicksontheM.A.C AIDS fundspage.(Metrics)

§ % Of customersrequesting a VIVAlipstick that hassoldout.(Metrics)

§ %Oflipsticksbeingsold.


30

As(Paine,2011,p.40)clearlystates,“anytoolisuselessunlessitcollectsthesortofdatathatwillhelpyouevaluateyourprogresstowardsyourgoals…notonlydoyourtolls need to collect the right data, theymust be affordable and provide the datawhenyouneed it”Therefore, Iwillbeusing twomeasurement tools, theheuristicassessment tool and survey. They will be designed and utilized to evaluate thestrengthsandweaknessesofM.A.Ccosmetics’website.HEURISTICASSESSMENTTOOLThis measurement tool was intended to help in evaluating the Output KPI ofMaccosmetics.com.Thisisanexcellenttoolbecauseit“canprovidesomequickandrelatively inexpensive feedback todesigners.Youcanobtain feedbackearly in thedesign process and assigning the correct heuristic can help suggest the bestcorrectivemeasurestodesigners.”(Thilakasiri,2014)This assessment tool will analyze M.A.C’s website while comparing it to that ofSephoraandClinique.Itwillbeassessedonascaleof1 to5,with thescoringas1-verypoor,2-poor,3-good,4-verygood,5-excellent.Sincetherewillbetenquestions,thetotalscorewillbe50.ThedetailedresultsoftheHeuristicassessmenttablecanbefoundinAppendix1.

SECTION5•  MEASUREMENTTOOLSANDKEYDATA

38

40

42

44

46

48

50

M.A.C SEPHORA CLINIQUEWEBSITES 48.5 45 43

HEURISTICASSESSMENTRESULTS


31

[Fig5.1]Fig5.1depictsthetotalscoreofM.A.C’swebsitesanditsbenchmarks,SephoraandClinique.FromthegraphitiscleartoseethatM.A.Cscoredthehighestscore(48.5)whileSephoraandCliniquescored45and43respectively.

[Fig5.2]Fig5.2abovehelpstorevealthestrengthsandweaknessesofmaccosmetics.com,Sephora.com,andClinique.com.Whileglancingthroughthegraph,acoupleofscoresstandout.Forinstance,M.A.ChasahigherscoreforshippingandreturnpolicywhenstandingbesideCliniqueandSephora.ThisisbecauseM.A.Capparentlyoffersfreetwo-dayshipping,nomatterthetotalpriceofproductsandfreereturnswheneverthecustomerfeelslikewithnoquestionsasked.“IfforanyreasonyouarenotcompletelysatisfiedwiththeproductspurchasedfromM·A·CCosmeticsOnline,youmayreturntheunusedportionforexchangeorrefund(we’llevenpaythereturnshippingfee).”(M.A.C,2015,Returns,para1).Althoughtheyallhavelinkstotheirsocialmediaaccountsontheirwebsites,M.A.Cistheonlywebsitethatshowcasesimagesfromtheirsocialmediaaccountsortheircustomers’accountsontheirwebsites.Cliniquehasaconsiderablylowscorewhenitcomestobloggingpostsandtutorials,because,unlikeM.A.CandSephora,therearenovideos,imagesorblogpoststeachingcustomershowtoapplytheirproducts.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Navigation

VisualAppearance

HomepageContent

FeadbackandContact

Signupprocess

SocialMedia

NewsletterBene{its

UpdatingProducts

TutorialsandBlogposts

Shippingandreturnpolicy

DetailedResultsofHeuristicAssessment

CLINIQUE

SEPHORA

M.A.C


32

SURVEY

“Ifyourobjectiveistoincreaseproductorserviceawarenessorpreference,or your goal is to educate an audience, you need a tool that measures opinion-essentiallytheoutcomeofwhatyou’vedone.”(Paine,2011,p.53)Sincethiswasmyaim,thesurveywaschosenasthesecondmeasurementtool.BecauseaccordingtoPaine(2011),thisis“thetoolusedtomeasurereputationandrelationships.”(p.89)Surveyisaveryconvenienttoolbecauseit,“isrelativelyeasytoadminister,canbedevelopedinlesstime(comparedtootherdata-collectionmethods),iscost-effectiveandcanbeadministeredremotelyviaonline,mobiledevices,mail,email,kiosk,ortelephone.Itcanalsobeconductedremotelyandiscapableofcollectingdatafromalargenumberofrespondents.”(Wyse,2012)The Survey for this website was created online with a website called SurveyMonkey. The purpose of using the survey as a tool was to gain insights into theattitudinal perception of maccosmetics.com. The survey was sent to a group ofyoungprofessionals,bothmale,and female, thatwereseemingly familiarwith theM.A.Cwebsite.Theagegroupofthesepeoplewasfrom18–26.Theywerefromallpartsoftheworld,i.e.Nigeria,Uk,andtheUSA.The Survey included tenquestions; theywere sent to tenpersons, and I receivedeight replies. The survey was divided into three categories; website assessment,brandevaluation,andmeasurementofcustomerengagement.Howevertheycanbeseparated into three to represent the three different objectives; increase sales,increasebrandawarenessandengagementandpurchaseproductsforcharity.

Ø Increasesales

[Fig5.3]Source:Surveymonkey.com


33

According toFig3.3 thequality and contentof thewebsitehas62.50%chanceofincreasingsales.Thisisbecause5outof8peoplesaidtheywerelikelytopurchaseproducts after reviewing the website. Increasing online sales is an importantobjective forasaleswebsiteandMaccosmetics.comisnotanexception.Thereforethisisagoodthing.

Ø IncreaseBrandAwareness

[Fig5.4]Source:Surveymonkey.comThesurveyshowsthatagoodnumberofvisitorsare familiarwith theM.A.CCult;however, somevisitorsarenotas familiar.According to thesurvey,about62%ofvisitors are familiar while about 37.50% are slightly familiar. This is somewhatunexpecteddue to that fact thatall therespondentshadvisited theM.A.Cwebsiteateleasttwice.


34

Ø PurchaseproductsforCharity

[Fig5.5]Source:Surveymonkey.comUnfortunately,50%wereonthefenceaboutbuyingproductsinordertodonatetocharity.ThismaybeduetothefactthattheVIVAproductsarenotasattractiveastheordinaryM.A.Cproductsormaybebecausetheycostmore.


35

Accordingto(Paine,2011,p.40)“Foranymeasurementsystemtowork,youneedtoassess the results,make changes, see If those changes had an impact,makemorechanges,andsoon.”ThereforeIwouldbeanalyzingthefollowingassessmentsandgivingmyrecommendations.ANALYSISOFRESULTS

Ø HeuristicAssessmentAsseenintheprevioussection,theaimoftheheuristicassessmentwastomeasuretheoutputKPIsi.e.Qualityanddesignofwebsite,StrengthofbrandawarenessandQualityofContent.

[Fig6.1]As indicatedby thegraph,Maccosmetics.com is accomplishing theobjectives theyhavesetoutforthemselves.Thewebsiteisperformingwellmainlyinitsqualityandthequalityof itscontent. It isveryeasytouseandnavigatethrough,andthereistheconvenienceofthesearchtabforvisitorsthatareawareofwhattheywantanddonothavetimetoscanthrougheachproduct.Thereisalsothefavoritebuttontoenable customers mark products that they are interested in, that way they canalwayscomebacktoitwhenevertheyarereadytopurchasethegoods.

SECTION6•  ANALYSISANDRECOMMENDATION

0123456

HeuristicAssessmentResultsM.A.C SEPHORA CLINIQUE


36

The visual appearance of thewebsite has improved greatly. The images are veryclearandtruetothecolorthatisvitalforamakeupwebsiteascustomersneedtoensurethatwhatevershadeorcolortheypayforiswhattheyaregetting.However,theywouldhavetoputmoreeffortintothebenefitsfornewslettersandupdating sold out products. Most customers do not want to receive newsletterbecausesomepeopleconsideritspam,howeveriftheyfeltliketheycouldbenefitalotfromreadingthenewsletters,Iampositivetheiropinionswouldchange.M.A.Cisknownforhardlygivingdiscountsexcept the freeshippingpolicyand theBack toM.A.Cpolicy.However, If customersarebeing treated todiscount codesonce inawhile, not only will that increase sales but that will also increase customerengagement.

Ø SurveyThe survey was designed by applying the attitudinal KPIs. Participating in thissurveywere customers thatwewere sure hadpurchasedproducts fromM.A.C atleasttwice.

[Fig6.2]Source:surveymonkey.comAlthough a majority of the participants considered the website easy to use, wewouldhavetofindoutwhy12.60%onlyfounditslightlyeasy.Somewebsiteswhenbeing opened for the first time give quick instructions on how to use it andcustomersarealsogiventheoptionofskippingtheinstructions.M.A.Ccanlookinto


37

thattoteachsomecustomersthatmaynotbefamiliarwithonlineshoppingortheirwebsite.

[Fig6.3]Source:surveymonkey.comInFig6.3About62.5%ofcustomerssaidtheywouldnotwanttosignupforM.A.C’snewsletter.M.A.Cshouldlookintoreducingthatpercentage.

[Fig6.4]Source:surveymonkey.comFig 6.4 shows that a high percentage of customers are interested inMaccosmetics.comandwouldbeinterestedinreturning.


38

I believe the results of these assessments are logical since they are coming fromdifferent income earners. Although the heuristic assessment shows us differentinformation concerning maccosmetics.com, the survey helps us understand whatthe customers are feeling. This goes to show that nomatter how good awebsitemight seemmost especially after the heuristic assessment, without a survey onecannottellhowthecustomersaregenuinelyaffectedbyit.RECOMMENDATIONSFORIMPOROVEMENTM.A.Cisanexcellentexampleofasuccessfulmakeupcompanywithabrandknownworldwide.Duetothis,thereisnotmuchimprovementneededmostespeciallyaftertheirwebsite’s renovations. However, I do have a few recommendations on theircommunicationobjectives.IncreaseonlineSalesIwould recommend that they include swatches of theirmakeupondifferent skintones.Sometimescustomersdonotpurchasecolorsbecausetheyarenotsureabouthowtheywouldappearintheirskintones,mostnotablycustomerswithverydarkskincolors.Althoughsomeclientslookforvideos/tutorials,carefullywatchingoutfor themakeup on themodels to see if it would look good on them, some othercustomersdonothavethattime.IamalsoawareofthefactthatM.A.Cprovidesfreetrials whenever customers walk into the store, but as I stated earlier, somecustomersdonothavethattime.For instance, in Fig 6.5 meltcosmetics.com has the option of viewing differentcustomers with different skin tones modeling each lip color.

[Fig6.5]Source:melcosmetics.com


39

Therefore, I would recommend that they get differentmodelswith different skintonesandcreateswatchesmostespeciallyforthelipcolors.Theycantheintegratetheseswatchestotheirwebsite,thatwaywhencustomersareconfusedaboutiftheproductwould lookgoodon them, theycaneasily refer toamodelwitha similarskintone.Ibelievethiswouldhelpincreasesales.IncreaseBrandAwareness,CustomerloyaltyandEngagementIdonotbelieveM.A.Cdoesenoughtoincreaseitsbrandawareness.IhavebeenanavidcustomerofM.A.Cformanyyearsbutbeforethispaper,Ihadnoideatherewasa community called the M.A.C Cult. I believe that is something M.A.C customerswould love tobeapartof ifgiven theopportunity.Therefore, Iwouldadvise thattheyputmoreeffort intopublicizing it,mostespeciallyonsocialmedia. Theycanincorporateahashtagintotheircampaigns,forinstance,theycanaskcustomerstousethe#MACCULThashtagwhenever imagesarepostedonInstagram,TwitterorFacebook and maybe create a special Instagram account where they can repostpicturesofmembersof theM.A.CCult.Ashumanswealwayswant tobepartofamovement/communityandthiswillnotbeanexception.FightAIDSwithLipsticksIhavefoundthattheshadesbeingofferedbytheVIVAbrandarenotasadventurousorcolorfulasthegeneralcollections.Thisisahugeproblembecauseinasmuchascustomerswanttohelpacharity,theydonotwishtopurchaseaproductthatwillbeuselesstothem.Therefore, Iwould recommend that theymake theVIVA collectionmore creative.Forinstance,M.A.Chascreatedsomecollectionsthatsoldoutinminutesduetothevivacity of the shades; customers are still requesting these shades but since theywerelimitededitionstheyhavenotbeenrestocked.M.A.Ccanlookintoreinstatingthese shades in the VIVA collection and then increase the price. Since they aresoughtafter,Ihavenodoubtthattheywillselloutaswell.


40

DASHBOARDVISUAL#1

[Fig7.1]Source:piktochart.comRationaleThis dashboard represents the relationship between the three KPIs and the goal.ThereisanoutputKPI,attitudinalandbehavioralKPI.Itspurposeistodemonstratetherelationshipbetweenthelevelofeaseandqualityofthesiteandhowitaffectsvisitors’ motivation to purchase products because, as the majority of visitorspurchaseproducts,thereisanincreaseinprofit.BeforeJune2015,M.A.Cwashavingahardtimemeetinguptotheirgoaltoincreasesalesbefore renovations. In fact, byApril2015 thingsgot sobad that theyhad toreducetheirgoalby3%butalltonoavail.However,InJune2015,M.A.Crenovatedtheirwebsite and changedmany things i.e. thequality and sizeof the images, thewebsite’s practical functions, the website design, customers ability to contact

SECTION7•  DASHBOARDVISUALS


41

customerserviceandtheirsocialmediapresence.Duetotheseimprovements,thereis a considerably noticeable increase in motivation to purchase products andincreaseinrevenue.ThisthenledthemtoexceedtheirgoalinJune.Fromthisgraph,wecanseetherelationshipbetweenawebsite’squalityanddesignand how it affects profit. It goes to show that if customers have an excellentexperienceshoppingfromyoursite,therewillbeaconsiderableincreaseinprofit.DASHBOARDVISUAL#2

[Fig7.2]Source:piktochart.comRationaleThis dashboard represents the relationship between the video tutorials on socialmedia and the website and how it affects customer engagement. There is oneoutput,oneattitudinalandtwobehavioralKPIs.ThepurplelinerepresentsSephora,andtheyellowstarsindicatetheleveltheyhaveattainedonthegraph.Forinstance,inquarter1,M.A.C,which is representedby thebars, scoreda totalof25%,44%,38% and 35% in Quality of Videos, Interest in watching videos, No of views onvideosandNoofreturnvisitorsrespectively.Thepurpledashedlinesandthestars


42

thenindicateSephora’spercentageontheKPIs.Forinstance,inquarter1,Sephorascoredatotalof40%,44%,45%and48%inQualityofVideos,Interestinwatchingvideos,NoofviewsonvideosandNoofreturnvisitorsrespectively.The idea is that the more people watch their videos, the more enlightened theybecome about the products, its usefulness and how they are applied. For M.A.C,some times celebrities often give tips, as the majority of their collections aredesignedwiththecelebrity’sstyleinmindandareevennamedafterthem.Althoughthepeopleteachinginthevideosareprofessionals,thestepsaredoneintheeasiestwaypossible.Duetothis,customersbecomemoreengagedandareencouragedtoreturntomaccosmetics.comtopurchasemoreproductsorjustlearnmoreabouttheproductstheyalreadyhave.From this graphwe can see that as thequalityof thevideos increase sodoes theinterestinwatchingthevideosandthenumberofreturnvisitors.


43

APPENDIX1–HEURISTICASSESSMENTTOOL

Scoreonascaleof1-5(with5asexcellent&1aspoor)

Measures

M.A.C

Sephora

Clinique

Navigation throughout the website is easy andconvenient.Thewordsareclearandconsistent.

5

4.5

5

The site’s visual appearance supports its brandidentity.Itisofhighqualityandthevisualappearanceisattractive.Theproductimagesareclearandtruetocolor. The background colormakes it easier to viewthe products. The products are well labeled withconsistentdescriptions,givingyouagoodideaoftheproducti.e.color,texture,size.

5

5

5

Thewebsite’shomepageprovidesasummaryofthewebsite.Thereareseverallevelsofcontentforeachmaintopicarea.

5

4.5

4.5

TheWebsiteprovidesvariouswaystoreceivefeedbackandbecontacted.Thereisanemail,phonenumber,addressandopportunitytochatwithcustomerservice.

5

4.5

5

Thesignupprocessiseasyandclear.Itisalsoeasytolocate.

5

4

5

TheWebsitepromotesinteractiononsocialmedia.Theirsocialmediaaccountsarefrequentlyupdated

5

4

4

Thecompanyprovidesgoodbenefitsformembersthatsignupfortheirnewsletters,i.e.discountcodes,tutorials,firstscoopsonnewcollections.

4.5

5

5

Theproductsarefrequentlyupdatedandsoldout

•  APPENDICIES


44

itemsareconstantlyrestocked. 4 5 5Therearetutorialsandblogpostsonhowtoapplytheirproducts.

5

5

1

Thereisdetailedinformationontheshippingandreturnpolicy.Thewebsitemakesiteasyandconvenienttoshipandreturnproducts.

5

3.5

3.5

Total/50 48.5 45 43APPENDIX2–SURVEYDESIGN


45


46


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"About us". (2012). About us. Retrieved November 19, 2015, from Sephora.com:http://www.sephora.com/contentStore/mediaContentTemplate.jsp?mediaId=10800104"How itworks". (n.d.).How itworks. RetrievedNovember 2015, fromM.A.C AIDSFund:http://www.macaidsfund.org/theglam/howitworks"Our History". (2014, June). Our History. Retrieved November 19, 2015, fromClinique.com:http://www.clinique.jobs/clinique/our-history.html"OurHistory".(2015,June).OurHistory.RetrievedNovember18,2015,fromM.A.C:http://www.maccosmetics.jobs/mac/our-history.html"OurStory;Whoweare".(2015,June).OurStory;Whoweare.RetrievedNovember19,2015,fromM.A.C:https://www.maccosmetics.com/our-story"Returns". (2015, June). Returns. Retrieved November 18, 2015, from M.A.C:http://www.maccosmetics.com/returnsAC. (2007,November9).TheMACCosmeticsStory. RetrievedNovember19, 2015,from Viral Marketing; Who's doing what?:http://marketingdope.blogspot.com/2007/11/mac-cosmetics-story.htmlAlexa.(2015).Alexa.RetrievedfromAlexa.comChesters, A. (2011, October 24). A brief history ofM.A.C. Retrieved November 17,2015, from The Guardian: http://www.theguardian.com/fashion/fashion-blog/2011/oct/24/brief-history-of-macCrestodina, A. (2013, January).AreYouMakingTheseCommonWebsiteNavigationMistakes? Retrieved November 21, 2015, from KissMetrics:https://blog.kissmetrics.com/common-website-navigation-mistakes/Fekete,G.(2008,December4th).DesigningTheHolySearchBox:ExamplesAndBestPractices. (S. M. Editorial, Editor) Retrieved December 18, 2015, from SmashingMagazine: http://www.smashingmagazine.com/2008/12/designing-the-holy-search-box-examples-and-best-practices/Healy,H.(2014,April9).MACCosmetics'socialmediastrategytriumphsoverL'Oreal,Benefit and Chanel. Retrieved November 20, 2015, from Marketing:http://www.marketingmagazine.co.uk/article/1289460/mac-cosmetics-social-media-strategy-triumphs-loreal-benefit-chanelIMA. (2012, November 28). Social Media and Its Importance for Your Website.RetrievedDecember18,2015,fromTheDotReport:http://imanetwork.org/social-media-and-its-importance-for-your-website/

•  REFERENCES


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Instantly. (2014, February 5). A Multi-Faceted Approach to Marketing: MACCosmetics Uses Direct Mail and QR Codes . Retrieved from Instantly Blog:https://blog.instant.ly/blog/2014/02/a-multi-faceted-approach-to-marketing-mac-cosmetics-uses-direct-mail-and-qr-codes-to-engage-with-customers/Paine,K. (2011).MeasurewhatMatters:OnlineTooldforUnderstandingCustomers,SocialMedia,andKeyRelationships.Hoboken,NJ:JohnWiley&Sons,Inc.PERGAMENT,D. (2014, october).TheRingleader:M.A.C.Howaweird indie startuptook over the world of makeup. Retrieved december 10, 2015, from The BeautyExpertAllure:http://www.allure.com/beauty-trends/how-to/2013/the-history-of-mac-cosmeticsQuaatey, S. (2012, October 29). CHAPTER18: SALES PROMOTIONANDPERSONALSELLING. Retrieved November 19, 2015, from M.A.C. COSMETICS: The World'sLeading Makeup Company :http://makeupartcosmeticsinc.blogspot.com/2012/10/chapter-18-sales-promotion-and-personal_1733.htmlQuaatey, S. (2012, December 3). CHAPTER 8: SEGMENTING AND TARGETINGMARKETS. Retrieved November 19, 2015, from M.A.C. COSMETICS: The World'sLeadingMakeupCompany:http://makeupartcosmeticsinc.blogspot.comRattus,L.(2012,December16).ACaseStudyonMACCosmetics:TheWorld’sLeadingMakeup Company. Retrieved November 20, 2015, from Beauty.Food:http://www.ladyrattus.com/2012/12/a-case-study-on-mac-cosmetics-worlds.htmlSCHIRO, A.-M. (1997, January 17). Frank Angelo, 49, Cosmetics Innovator, Dies.Retrieved November 19, 2015, from The New York Times:http://www.nytimes.com/1997/01/17/us/frank-angelo-49-cosmetics-innovator-dies.htmlSHEA,C.(2014,November2).MACco-founderFrankToskanonwhybluehairisgoodfor business . Retrieved Novem 19, 2015, from The Globe and Mail:http://www.theglobeandmail.com/life/fashion-and-beauty/beauty/mac-co-founder-frank-toskan-on-why-blue-hair-is-good-for-business/article21410456/SimilarlyWeb.(2015).RetrievedfromSimilarlyWeb:Similarlyweb.comSporkin,E. (1991,September16).BigM.A.Cattack.RetrievedNovember17,2015,fromPeople.com:http://www.people.com/people/article/0,,20110847,00.htmlThilakasiri, S. (2014, February 10). Advantages and Disadvantages of Heuristics.Retrieved December 9, 2015, from Relax Breath of Solution.:http://blog.sameerast.com/2014/02/advantages-and-disadvantages-of-heuristics/Wyse, S. E. (2012, November 16). Advantages and Disadvantages of Surveys.Retrieved December 11, 2015, from Snap Surveys Blog:http://www.snapsurveys.com/blog/advantages-disadvantages-surveys/

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MAC COSMETICS COMMUNICATION DASHBOARD