MAC Cosmetics Brings Luxe Shopping with AI in Retail

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~40 % consacrés à la R&D
750+ employés
120+ Countries

Harnessing AI technology for smart shoppers

Lifetime value and a passion for the brand are two things that make MAC Cosmetic customers stand out from the rest. With the help of Coveo’s segmentation, social proof badging, and Derived Insights, the company has been able to provide the same personalized touches you’d find in-store on its ecommerce shopping site.

Scaling these small details to millions of customers is possible, thanks to the artificial intelligence and machine learning capabilities. They continually improve, so MAC’s discerning customers only experience the best.

As the world’s leading makeup company, MAC Cosmetics sells products in over 120 countries and has a history of very loyal customers in both the consumer and professional markets. MAC Cosmetics is currently a top seller in the Hollywood production markets.

The UK and Ireland ecommerce teams partnered with Coveo in 2018 to bring relevant customer engagement opportunities powered by an AI solution with deep learning and analytics.

Virtual try-on promotion

Problem: MAC’s Virtual Try-On is an important feature for site visitors, but it wasn’t getting utilized enough to produce a positive ROI.

Solution: MAC worked with Coveo to place Virtual Try-On messaging in the places visitors would most likely see and recognize it, increasing conversions and boosting ROI from each Product Description Page (PDP).

↑2.2%

uplift in RPV on PDP

↑1.8%

uplift in RPV on Product Listing Pages

Product shade preselection

Problem:Customers who return to buy their favorite shade of makeup may not remember what they bought before or become confused by the number of selections, reducing the likelihood of a completed purchase.

Solution:Coveo’s personalization tools enabled MAC to pre-select the lipstick shade each customer bought with their previous purchase. This enabled a quick “add to cart” action and decreased the time it takes to do a simple re-order of their favorite item. It offers a similar shopping experience as bringing a product into a retail store for assistance, but it's much easier.

100,000+

customers remembered

Using AI in retail to personalize every experience

The ecommerce team at MAC Cosmetics has been able to reduce pain points in both shopping for new products and in re-ordering by loyal customers. With an enhanced customer experience on every page level, customers can feel confident that the purchases they make are a good fit for their needs. Product recommendation goes beyond the basics; Coveo provides AI capabilities that use past customer behavior and machine learning to create seamless experiences with the same level of personalized customer service as in-store retail shopping.

We put customer data at the heart of our ecommerce strategy. An astute understanding of the customer, how they engage, what they click on, intent shown informs the experiences we implement. Coveo provides the level of versatility MAC Cosmetics requires to iterate and move quickly given the ever-changing demands of our customer.

Sara-Lou Roberts

Online Manager UK & Ireland

Take a look inside

How MAC uses Coveo’s AI algorithm and social proof to help customers join millions of others in their purchasing. (Page 4)
How MAC’s customer reviews are driving sales as the second-most important factor in brand trust. (Page 5)
How Coveo’s pre-selected shade technology makes a quick task of re-ordering lipstick for 100,000s of customers. (Page 6)