Estee Lauder 2011 Annual Report Download - page 49

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As a result of these combined activities, our revitalized digital strategy has been a key driver of product sales
online; our e-commerce
sales rose over 28 percent globally in fiscal 2011. With 80 percent of media
expected to be digital in 10 years, we believe we are well positioned to ensure our position at the digital
forefront by continuously evolving our e-commerce, m-commerce, online and mobile marketing and social
networking strategies.
EVOLVING “HIGH-TOUCH”
An integral component of our strategy has been to strengthen our connection with consumers through
our improved High-Touch service model. As we recognize that High-Touch is the key differentiator of our
Company, we are constantly creating new ways to take our outstanding services, expert education and
deeply personal customization to the next level across all channels.
In Fiscal 2011, we continued to make significant improvements in our department store business. Our Estée
Lauder brand, for example, opened its Beautiful Skin Studios in several key U.S. department stores. The
47
LEFT: Flirt! Mascara Bar in-store visual
We invented High-Touch and it is
the essence of all that we do.