Analysis of Features of Formation of Consumer Experience for the Online Shop of Cosmetic Products

E-commerce market is rapidly increasing in volume and value of sales year on year, including Russia. Due to the attractiveness of this sector, competition in the e-Сommerce (or E-com) is increasing every day: new players are appearing on the market, offering their services to customers on various Internet platforms. Improving the consumer experience for a single-brand online store can become an important competitive advantage in the current conditions of competition with major players in the e-Commerce market, limited budgets and resources of companies. The purpose of this work is to form recommendations for improving the consumer experience for the online store of cosmetics brand L'Oréal Paris. For the research, a combination of marketing research tools was used, namely: user testing, building a Customer Journey Map and conducting A/B testing for The L'Oréal Paris online store. Using these methods allowed not only to study the consumer experience in a theoretical aspect, but also to take the first steps to improve it for site users. According to the results of the research, it was possible to identify the main areas of work for the online store service that will improve the consumer experience with L'Oréal Paris brand at this touchpoint.