Jurlique

We’re very conscious of the changing face of retail and the need to deliver more personal experiences. Salesforce helps us connect with our customers and leverage our customer’s data to deliver a personalised experience, improving customer lifetime value.”

Fiona Moylan | Global Director, Digital, Data & ECommerce, Jurlique International
 

59%

increase in conversions ratio in Australia YOY

 

Jurlique gives digital experience a complete makeover with Salesforce

Jurlique is a natural skincare company with a history steeped in botany, biochemistry, and natural healing. It grows ingredients in the unspoiled hills of South Australia to create natural skincare products for markets all over the world. The company is now scaling to meet the needs of  customers with data-driven experiences online and in-store. These experiences are enabled by Jurlique’s digital transformation with Salesforce Commerce Cloud. 

“We’re very conscious of the changing face of retail and the need to deliver more personal experiences. Salesforce helps us connect with our customers and leverage our customer’s data to deliver a personalised experience, improving customer lifetime value,” said Fiona Moylan, Global Director, Digital, Data & ECommerce, Jurlique International. 

This transformation has involved a relaunch of Jurlique’s websites to better connect with customers and make it easier for them to find and purchase products. The result is an engaging online experience that sparked double digital sales growth in Australia in a matter of weeks. 

 

 
 

We needed a solution that was aligned to our vision and knew that Salesforce was the right partner to set us up for the future. The support we’ve had from them and their solution architects has been amazing and they’ve become an extension of our team.”

Alexa Anastassi | Global Digital Product Manager, Jurlique International

Commerce Cloud delivers on a customer focused and data driven vision

Moylan has spearheaded Jurlique's digital transformation along with Alexa Anastassi, Global Digital Product Manager, Jurlique International. They had an immediate need to replace the company’s ecommerce platform and deliver to a wider vision for a customer experience powered by data. 

Moylan and Anastassi looked at every platform in the market before deciding on Commerce Cloud which supported a highly personalised customer experience. It also offered economies of scale and would make it easy to launch into new markets in the future. 

Once Commerce Cloud was chosen, Moylan and Anastassi worked with Salesforce to develop a three year technology roadmap that would set the company up for long term success. 

“We needed a solution that was aligned to our vision and knew that Salesforce was the right partner to set us up for the future,” said Anastassi. “The support we’ve had from them and their solution architects has been amazing and they’ve become an extension of our team.” 

Global solution offers rapid localisation

With the new roadmap in place, Jurlique embarked on an ambitious project to relaunch four of its websites on Commerce Cloud in just six months. This involved integrating Commerce Cloud with 15 different systems to streamline and personalise the customer experience, including Jurlique’s customer data management platform. Jurlique also adopted a mobile first approach and designed the sites to be aesthetically stunning and more informative than its previous websites. 

“We want our websites to be a destination that people engage with rather than an online store and it was important to be able to tell our brand story and create an emotional connection with customers,” said Moylan. “This includes enhancing our product descriptions and promoting different content so customers learn more about our products.” 

Jurlique’s digital team’s agile culture, planning and customer-data approach to the UX and Design phases ahead of the Discovery sessions with Salesforce, contributed to the sites being launched three weeks ahead of schedule and while the new designs and content are impressive, they offer many other new capabilities. These include language, payment and product menu localisations and a simplified check out process with just three steps instead of seven. 

All of these features and SEO have helped to increase site visitors and registrations. Jurlique has also experienced a 59% increase in conversion ratio YoY and double digit sales growth in Australia. Another benefit has been 35% faster page loading times to handle peak traffic from events like the Click Frenzy sales in Australia. 

“Before using Commerce Cloud, we would have a lot of conversations with commerce managers about issues with performance or technical faults, but we can now steer those conversations to focus on optimisation strategies instead,” said Anastassi. 

Creating customer loyalty and lifetime value

Many more benefits are set to come as Jurlique turns on features like Einstein Product Recommendations and personalises site content based on customers' online and offline activity. It also plans to dial up its use of SEO so that customers searching for skincare products land on the right pages and quickly find what they want. 

"Relevancy is everything and by rebuilding our sites with Salesforce we can provide customers with personalised content and advice, and emulate the experience they would get in one of our stores," said Moylan.

Jurlique is now piloting Service Cloud to empower the customer care team with a 360 degree view of the customer so that they can personalise service and capture cross-sell opportunities. The ultimate plan is for in-store reps to have access to the same data so that customers enjoy a tailored experience wherever they choose to transact. All of this will help to increase customer loyalty and lifetime value as Jurlique continues to scale and attract new shoppers worldwide. 

 
 

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