As a marketer, could anything be better than getting a behind-the-scenes glimpse of a successful company? If so, it must be a glimpse that also reveals how that company is reconciling challenges just like yours.
L'Oreal, the global cosmetics company, offers a tantalizing glimpse into how it is integrating consumers' preference for mobile, digital interactions – meaning, both information and purchases. You may wish to take a page out of L'Oreal's playbook if you share its goal: “We recognized that digital couldn't continue being its own channel,” Chief Marketing Office Marie Gulin-Merle says. “It had to be a part of everything we do.”