What was the goal?
A global cosmetics manufacturer and retailer sought to enhance its digital infrastructure to improve customer engagement, streamline operations, and prepare for international growth. The company faced challenges in scaling its direct-to-consumer (DTC) operations and ensuring seamless multi-channel customer experiences. Additionally, the client needed to integrate advanced technologies to remain competitive in an evolving market.
Needed to urgently revamp technology stack to facilitate surge in demand during the pandemic which was hampering sales globally in-store and online.
Solution:
Led a comprehensive digital transformation program:
- Implemented new CRM and eCommerce platforms to create a seamless customer journey across channels.
- Restructured the project management office (PMO) to adopt Agile practices for faster delivery.
- Integrated predictive models to enhance personalized skincare recommendations, using real-time customer feedback and health contraindication data.
- Revamped the digital marketing strategy to align with the upgraded systems and processes.
Results:
- The transformation was completed under budget ($11M vs. $50M quoted) and ahead of schedule (1 year vs. 3 years).
- Skincare recommendation accuracy improved significantly, increasing customer satisfaction scores by 30%.
- Online sales surged by 40%, while operational efficiencies generated savings across supply chain processes.
Summing up
- Technology alignment: Tailoring technology to business needs delivers measurable results.
- Agility drives results: Restructuring PMO to be Agile accelerates delivery and ensures flexibility.
- Customer-centric AI: Leveraging AI to personalize experiences enhances customer loyalty and retention.
