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Digital tools are transforming Marionnaud’s business

Launched three years ago, the digital transformation of the prestige beauty retailer and subsidiary of the A.S. Watson Group, is impacting all levels of its business. Actually, all of the 512 French boutiques of the retailer are now equipped with tactile tablets, allowing the company to place data at the heart of its relationship with customers, in particular with the launch of the “Code Beauté” app in 2015, but also with personalized customer reception, real-time inventory management and increased efficiency in the implementation of merchandising plans.

JDA Software’s merchandising solution allowed an increased customisation of the offer in order to better fit with the particularities of each point of sale including customer expectations and physical constraints and merchandising agreements.

JDA Software’s merchandising solution allowed an increased customisation of the offer in order to better fit with the particularities of each point of sale including customer expectations and physical constraints and merchandising agreements.

Since July 2015, all Marionnaud France stores have been equipped with one or more tablets. This deployment is part of the different digital transformation initiated by the retailer a few years ago.

Data and personalization

Yet, the launch of the “Code Beauté” [1] in April 2015 enabled the brand to be among the first beauty retailers to place data at the heart of its customer relationship. Since the launch, more than 700,000 “Codes Beauté” have been produced and have served to feed the company’s databases. Aggregated to information coming from the company’s website and online shop, or collected during purchases, and to the analysis of e-mails behaviours, and to the information linked to loyalty cards, these data helped to build a more targeted offer, with products tailored to each store’s clientele, and personalized to each customer’s profile. At the global level, A.S. Watson is also investing in new tools that would allow an ever more integrated management of these data.

Today, a customer entering a Marionnaud store and taken in charge by a shop assistant with her tablet can be instantly identified with her loyalty card. Thus, personalized treatment can then be offered to her throughout her visit, including the mobile payment of purchases.

Since July 2015, all Marionnaud France stores have been equipped with one or more tablets.

Since July 2015, all Marionnaud France stores have been equipped with one or more tablets.

For clients less interested in advices from store consultants and looking for a more independent purchasing experience, the retailer has strengthened digital in-store services: free broadband wifi in all its stores, free Click & Collect servie, skin diagnosis, etc.

Digitalization of merchandising

Besides customer relationship, digitization also concerns the company’s entire operations, for instance for stock management. In the event of stock shortage, tablets provide store consultants with information on the nearest store where the stock is available.

Marionnaud France - along with other retail chains from the A.S. Watson group, such as ICI Paris XL in the Netherlands and The Perfume Shop in the UK - selected the digital merchandising solution developed by JDA Software. Once again, digital tools allowed an increased customisation of the offer in order to better fit with the particularities of each point of sale including customer expectations and physical constraints and merchandising agreements negotiated with brands. Each time a new perfume or skincare reference is launched, store managers receive updated plans.

Eventually, the new merchandising tool led to a better store presentation, improved conformity scores, and significant efficiency gains in product handling. It also allowed the retailer and the brands to get access to more factual data.

Vincent Gallon

Footnotes

[1] The latest version of Marionnaud’s Code Beauté now offers clients: a skin diagnosis and skincare recommendation, a fragrance finder quizz, a virtual make-up application, etc.).

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