Mademoiselle bio faces two main challenges: an increase in traffic during evenings and Sundays, when no advisors are available to assist visitors; and a notable shift in consumer habits that requires rethinking the goals of shopper interactions with the retailer. Visitors now seek less advice and more precise product information, often asking relatively straightforward questions.
Customer acquisition is the primary challenge for Mademoiselle bio. In the highly competitive beauty industry, characterized by the constant emergence of new players, consumers are also becoming harder to convert. Their time on-site and session durations are shorter, reducing opportunities to increase browse-to-checkout conversions. Additionally, their purchasing journeys are increasingly fragmented: most visitors no longer arrive on the homepage but land directly on category or product pages. As a result, it has become essential to find ways to engage them effectively in an optimized shopping journey.