The Kiehl's retail team noticed that the store locator function on the Kiehl's website wasn't performing, and began talking to prospective providers to power this critical tool about a month after Edinger joined the team.
At the same time, the role of chatbots and the emergence of voice-activated digital assistants like Amazon Alexa and Google Assistant were altering the marketing landscape. Edinger was also aware that Kiehl's search strategy needed a serious overhaul.
"Skincare used to be all about department stores and malls when it came to customer discovery. Will there be more or less brick-and-mortar in skincare? Well, it's hard to shop skincare via e-commerce if you've never tried it before. You need a place to physically try it and see how it feels and makes your skin feel. For Kiehl's, that means we're focused on making sure we're in the places people want to find skincare products, and making sure they can discover those places when and where they want to online."
After deciding it was time for a new platform partner — one that could address its traffic challenges, improve discovery of its stores, and better prepare the 167-year-old retailer for the changing technology landscape — Edinger selected Yext.
"We were using a different vendor at the time, and the store locator wasn't working the way we needed it to. We weren't seeing the results we wanted in search, and we explored some other options. Yext came to us with a compelling all-in-one solution."