{"id":1440,"date":"2022-10-06T19:48:00","date_gmt":"2023-06-06T19:48:56","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1440"},"modified":"2023-07-12T04:38:10","modified_gmt":"2023-07-12T04:38:10","slug":"future-of-commerce-loccitane","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/future-of-commerce-loccitane\/","title":{"rendered":"Ready for the Future of Commerce? Get Inspired by These Tips From the L\u2019OCCITANE Group"},"content":{"rendered":"\n

The world of commerce is changing with new channels and new expectations making it harder than ever for companies to connect with their customers.<\/p>\n\n\n\n

Our second edition State of Commerce<\/a> report reveals many other challenges for commerce providers. For those in Singapore and Thailand, technology, budget, and resource constraints are all top of the list. Others included lack of training and internal alignment. <\/p>\n\n\n\n

We sat down with Pascal Tran Binh, APAC Chief Information Officer, L\u2019OCCITANE Group to discuss these and other findings from the report. The L’OCCITANE Group comprises six leading natural beauty brands and has a global network of more than 3,000 retail outlets in 90 countries. And while the Group\u2019s heritage is deeply rooted in the brick-and-mortar business, it has a strong digital presence underpinned by Commerce Cloud<\/a> which helps it to provide a seamless ecommerce experience. <\/p>\n\n\n\n

Pascal shared the journey that the L\u2019OCCITANE Group has been on to adapt to changes in customer expectations. He also shared his perspective on how to prioritise resources to provide a frictionless customer experience. <\/p>\n\n\n\n

Here\u2019s what we learned.<\/p>\n\n\n\n

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Adopt the right structure to meet customer needs <\/span> <\/h2>\n\n\n\n

According to our State of Commerce report, commerce leaders in Singapore and Thailand share the same top two priorities \u2014 expanding their customer base and growing revenue.<\/p>\n\n\n\n

Pascal said these goals were a given, but to achieve them, companies need to engage with each customer in a way that makes the most sense for that individual. For the L\u2019OCCITANE Group, that meant moving away from a centralised operating model. <\/p>\n\n\n\n

“Everything was very centralised in the past, including our decision making and technology choices. It led to a one-size-fits-all approach to customer engagement. However, the way customers want to interact and engage with brands today is different in each country. The first step in our transformation was to acknowledge that fact. We then reassessed our ways of working and how we made decisions, and localised our processes. From there, we adapted our technical stack to match those shifts,” said Pascal.\u00a0<\/p>\n\n\n\n

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Identify the channels most important to the customer journey <\/span> <\/h2>\n\n\n\n

Commerce is increasingly distributed and complex with consumers and business buyers transacting across many channels. Our State of Commerce report found that 69% of digital leaders had invested in new channels over the past two years and 83% are investing in new channels now. <\/p>\n\n\n\n

In Singapore, the top three investments include point-of-sale, third-party marketplaces, and websites. In Thailand, social media holds the top spot followed by websites and third-party marketplaces. <\/p>\n\n\n\n

We asked Pascal for his view on the diversification of channels and how to adapt to all the new ways customers want to engage. He emphasised the need to prioritise and define what\u2019s most important. <\/p>\n\n\n\n

“What was important for us is to realise that the physical store still has a role to play in allowing our customers to experience our products. So we had to look at how to incorporate other channels around that and define the overall journey for each market,” said Pascal. <\/p>\n\n\n\n

Of course adding new channels is not just about switching on new platforms. Pascal pointed out that\u2019s just the first step. <\/p>\n\n\n

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\u201c<\/span>Adapting to customers\u2019 expectations is a continuous journey. You need to be able to connect all the data from each touch point and identify where to make improvements.\u201d<\/p>\n<\/blockquote>\n\n