Shiseido leaps into the world of e-commerce

By Andrew McDougall

- Last updated on GMT

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Japanese cosmetics company Shiseido has taken its first step into the world of e-commerce by opening up the new sales pipeline in the US market.

The site was designed by New York-based digital agency Night Agency, who began the site overhaul at the start of the year.

Shieseido has made the move as it attempts to develop and strengthen its relationships with consumers.

"One of our guiding principles is to have a deep understanding of our customer, and we are dedicated to high quality, high image and high service,"​ explained Gisela Ballard, executive director of Marketing, Shiseido Cosmetics America.

"We've continued to be impressed with the nimbleness and creativity of Night Agency, and are thrilled to have launched this new site."

E-commerce a growth industry

According to digital analyst comScore, spending in the e-commerce industry rose by 14 percent in the past year, representing the seventh consecutive year of growth in this area.

The figures, which reached $37.5bn during the second quarter of 2011, also highlighted the third year in a row when double-digit increases have occurred.

It would appear that Shiseido wants a slice of that pie by making a concerted effort with Night Agency to further integrate digital and social into its marketing mix.

Recently data analyst Verdict highlighted the gains of using e-commerce and social media together to meet consumers on their own platform and interact that way.

The report by the independent retail analyst revealed that although e-commerce and social media are separate entities for retailers, those that recognize the potential of combining the two will reap the rewards.

Building on social

Shiseido already has an active role in social media with a large Facebook page and various regional Twitter accounts, so the collaboration with Night Agency over the ecommerce site seems to tie in with this strategy.

Night Agency led the creative and strategic development Shiseido's digital presence in the US, and tapped partners Netrada and Demandware to provide e-commerce solutions.

"Shiseido is known for having a rich history of innovation within the cosmetic and beauty category and it is truly an honor that they chose Night Agency to help grow and innovate in the digital and social space,"​ said Darren Paul, Managing Partner Night Agency.

"We are beyond thrilled to be a part of this historic moment as Shiseido enters the world of e-commerce, and even more excited to watch and participate in what comes next."

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