One of the world’s largest cosmetics and beauty company with more than 25 brands, makes millions of consumers feel beautiful and pampered every day. The company uses our Route to Market Solution for the digital transformation of its field force for a better view of sales efforts, increase revenue, and improve operational efficiencies.
Searching for a Unified System
In 2017, when we started working with the Cosmetics leader, the focus was to strengthen their position as a Salon Professional Product in the APAC region. The company wanted to improve its field sales and service capabilities to boost engagement with salons and was looking for a unified solution to scale across all the markets in the Asia Pacific.
The Cosmetics leader was looking for a field sales tracking system built over a set of KPIs to track the productivity and performance of the field force. To summarize their technology requirements, here are the capabilities that the client was looking for:
- Market-specific features consolidated at the global level for better control
- Appointment Management for salon owners and hairstylists
- Ability to manage new product launches and generate awareness across salons
- Training Content Management
- Product portfolio management (their product ranges up to 500 different shades for hair color)
- Sales reporting for KPIs and Target Vs. Achievement scorecard
- Visit Planning Management with alerts to manage field activities
The global beauty brand also needed the UI/UX of the solution to match their plush branding for better employee engagement and adoption.
Overcoming Business Painpoints and Building a Data-driven Field Force
The complex nature of the salon products with 500+ color variants meant extensive categorizations within the product master. Also, with every new color or variant introduced, stores and salons found it difficult to stock up on the right combination of products based on the colors and skin types. To address this concern, the company needed a training system for counter sales agents, so they recommend appropriate products to stores and salons.
Also, their expansion to salons needed an appointment management system to schedule visits with professionals and hairstylists. The company also discovered that the staff motivation was at an all-time low and wanted to roll out incentives to boost sales and employee satisfaction.
We worked with the beauty brand to customize our Sales Force Automation solution to build a custom Beauty Advisor app for end-to-end visibility of targets and salon appointments. The solution offered geographical customizations that helped with market-specific sales. We also implemented a KPI dashboard that allowed the company to track, identify and incentivize field employees that meet targets every month. The executive dashboard helped the top management slice and dice data to analyze market-wise sales. Additional features like promotional forecasting utilized store consumption data to predict consumption in the months ahead, allowing the organization to plan for promotions.
Delivered Excellence for a Long-term Growth
Our solution provided the cosmetics giant with a unified database to capture details of consumers across different markets. A structured journey plan for beauty advisors led to a significant improvement in the number of visits every month, especially in Malaysia and the Philippines leading to improved productivity.
With the help of automation, we created workflows and checklists for beauty advisors to adhere to standardized grooming steps for process discipline. Our training system helped the brand set up a unique story selling capability for beauty advisors, allowing them to approach different consumers precisely.
The average visit conversion rate increased to 65% in Singapore, with 44% of orders placed on the same day of the salon visit. The user adoption rate of our solution is 96% now, and the beauty advisors continue to make the most of our solution and its features. More than 150 beauty advisors use our solution across the APAC region, and the salon visits recorded are 125,000 in a year, with more than 60,000 orders captured. More than 1500 promotions were rolled out on our solution across the region last year.
User Adoption: 96%
Avg. Visit Conversion: 65%
No. of Salon Visits Per Year: 125,000