Sitecore is an open platform and easily integrates with other systems. “aging.” Viewers of color products might be tested against terms such as “makeup” vs.
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For example, prospective skincare buyers might be presented with an advertisement testing the effectiveness of the words “repair” vs. Mary Kay can elect to trigger specific A|B or multivariate tests based on the category of products the visitor views. These functions are necessary for the Chinese market as they will streamline the purchasing process that otherwise might be impeded by China’s spotty Internet connection or slow browsers.įeatures like multivariate testing and content optimization will allow Mary Kay marketers to categorize visitors based on the content they view, the number of times they’ve visited, and the searches they’ve performed. Using Sitecore SXP, Mary Kay will be able to acquire a 360-degree view of the Mary Kay independent sales force that will offer opportunities to cross-promote content on its website and through other marketing channels. Mary Kay needed a strategy that would focus its marketing automation and customer experience on measurable areas of independent sales force activities, including opportunities to reach new potential sales force members, increasing regional sales opportunities, and aligning marketing, IT, and business units at scale. Mary Kay is a unique business where potential consumers are also potential independent sales force members.
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However, the Chinese market is a bit different. Typically, adapting a digital approach for a foreign country is relatively straightforward and focuses on localizing for language, currency, and cultural sensitivities. But it’s no longer just about accessibility-the major e-commerce players, such as Tencent, Alibaba, and Baidu, having all recognized the mobile potential of the channel have used their size, reputation, and brand equity to capture new customer bases and deliver mobile payment systems that are trusted, secure, simple, and quick. Mobile is the digital channel of choice for many Chinese consumers who might not otherwise have access to physical stores or the Internet via desktop. Growth in Chinese sales via mobile has driven enormous overall e-commerce, with a 150 percent year-over-year increase in transaction volumes. One of the fastest growing markets for Mary Kay (along with many other companies) is China.