Luxasia has traditionally provided backoffice, instore staffing and logistics services that beauty brands need to launch and grow into Asian markets. While its approach has been successful, Luxasia’s entrepreneurial Chairman, Patrick Chong, had a vision for Luxasia to become the leader in omni-channel and forge more personal connections between brands and their customers.
Following the appointment of Dr Wolfgang Baier as CEO in 2016, the business is now delivering on that vision. It has established a single view of its customers and is using Salesforce Marketing Cloud to create tailored journeys across each brand it represents.
“Our focus is on personalisation. We need to ensure each journey is mapped to the interests of the customer while representing the brand they’ve chosen to engage with,” said Easteal. “The experience one might expect from a luxury skincare brand verses a haircare brand is very different, and we need the journey to reflect that.”
Journeys are also tailored to where each customer is at in the beauty lifecycle, and whether it is their first purchase from a brand or much later. Luxasia knows that the needs of each customer are different and that they are likely to stay with some brands for life while changing others along the way. It strives to maximise engagement and maintain connections for as long as possible. One way it
does this is by triggering journeys that take customers through the depth of a brand’s offering – whether it’s from fragrances to skincare, or cosmetics to hair care.
Easteal said that achieving this level of personalisation across more than one hundred brands would be near impossible without Salesforce. “Using Marketing Cloud, we can design 1:1 journeys quickly and use automation to deliver the right offer to the right customer at the right time. If we were to do this manually, I would need a team of 50, and life would still be really hard.”