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Luxasia links luxury beauty brands such as Bvlgari, Ferragamo, Guerlain, Hermes, La Prairie, Prada, and Peter Thomas Roth, with customers in Asia.
It had been a traditional distributor focused on providing product, back office support, staffing and logistics to help brands flourish in the Asian market. In response to increasing consumer demand for connected and personalised experiences, Luxasia has shifted to building a highly tailored, data-driven customer experience.
Prior to this shift, Luxasia had been relying on legacy technology that was inconsistently implemented across countries and product data capture was of variable quality. This led to difficulties in reconciling out-of-stock data and identifying consumer preference.
Information on the brands customers purchased, what brands they were loyal to, who was a prospective customer and who was a lapsed customer were difficult to understand and extract. With not enough hard facts, reports were hard to interpret, impacting productivity.
From back office to front of house
A bespoke app for a personalised experience
In Heroku, Luxasia found the platform it needed to build an app that would change the face of its data collection.
“It was critical that we have a stable, reliable platform given how important the app is in store,” Easteal explains. Because Heroku could be completely customised, Luxasia could tailor the app very specifically to its needs and ensure it reflected the Luxasia identity.
Seamless integration with Marketing Cloud brings together consumer, sales, brand, marketing and product data for a comprehensive view of the business from every angle.
Ease of use was of primary importance, as customers would key in their own contact data in-store.
“I wanted an app that my mother could use,” says Easteal. “She is not very tech-savvy and our vision was for something so user-friendly that any customer could use it without feeling flustered.”
When art meets data
“A lot of our sales are about service,” says Easteal. “And that service is a real art – matching an item with a customer is an intimate experience when it comes to beauty products.”
Add data to artful service, and you have something magical. With 85-90% of customers willing to provide data in return for tailored service, product updates and a birthday gift, Luxasia created a rich mine of information. The new app puts that data at the fingertips of in-store staff. As a result, Luxasia has seen its consumer database grow by 20x since the introduction of the app.
With it they can see what brands the customer likes, what they’ve bought before, what their average spend is per visit, and whether the products they are considering today will complement current products.
The app has also made staff more mobile. No longer choosing between being trapped behind a counter or engaging properly with customers, they can take their tablet around the store.
Gone too are the lists of promotion codes that staff had to remember – the app collates and presents only the information relevant to that day’s campaigns. With the touch of a finger, staff can deliver the right information to the right customer at the right time.