Case Study

Case Study: Maybelline Chooses Responsive Web Design Over Mobile Apps

The Cosmetics Retailer Built A Mobile Solution To Engage Mobile Customers In 10 Asia Pacific Countries

March 9th, 2015
Katyayan Gupta, null
Katyayan Gupta
With contributors:
Frederic Giron , Dane Anderson , Anjali Dhupar

Summary

Companies operating in Asia Pacific (AP) need to adopt a mobile-first strategy when engaging customers and prospects. But the high degree of mobile device heterogeneity in terms of screen sizes and operating systems means that eBusiness and channel strategy professionals struggle to effectively build and manage mobile solutions — a problem that is even more acute for organizations with a presence in multiple AP countries. Maybelline faced this very challenge as it planned to implement a mobile solution in 10 countries in the region. This case study describes Maybelline's journey to help eBusiness and channel strategy professionals understand why Maybelline chose responsive web design over building native mobile apps, how it designed and implemented the solution, and what the early benefits were.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.