In Singapore, a major player in the luxury skincare and cosmetics partners with VISEO and CEGID to harness retail data for better customer experiences and inventory replenishment
As a major player in the luxury skincare and cosmetics industry, the company is a global brand with activities in eight Asian-Pacific countries, including Taiwan, Korea, Thailand, Malaysia, Indonesia, Vietnam, Philippines and Singapore – home to its APAC headquarters.
In recent years, the brand has been looking to harness digital technology to move towards more harmonized digital systems and improve their customers’ retail experience. Like most approaches to digital transformation, the firm has aimed to exploit data’s potential to bring greater efficiencies and insights. This would mean gaining more visibility in terms of information and developing a systemic approach to retail operations focused on data and process to better manage client relations and replenish stocks.
CEGID Y2: a digital point of sales solution to manage stocks and client expectations
In its search for a data-driven digital transformation solution, the company saw CEGID Y2 as the best means to accomplish its objectives. CEGID Y2 is a leading omnichannel solution that provides cloud services and enterprise software to beauty retailers and other actors in the CPG industry.
CEGID Y2 was a smart choice with a proven track record: it has extensive industrial experience and has established a high level of trust in the industry. Its award-winning inventory management and “clienteling” services (long-term customer relations management) are arguably the best in the industry.
On an operational level, CEGID Y2 would allow the brand to have stronger operational governance. In stores, more consumer-facing technologies would empower beauty consultants to do more to enrich customer experiences and increase long term loyalty.
How data can provide better customer experiences
Examining national customer behaviour is a good example of how data can drive better customer experiences. Since installing CEGID Y2, the organization has been able to develop a more precise vision of customer behaviour and how it changes from one country to another. Adapting to different behaviours means they can adapt marketing campaigns and brand approaches to meet national preferences, such as exclusive events in Singapore and in-store discounts in Vietnam. Data can also help to anticipate buying patterns and therefore provision stock so as not to miss important retail moments.
The added value of VISEO: extensive experience and trust
To make its transition to an omnichannel retail platform to start the digitalization of its travel expense management, the brand chose to partner with VISEO, in 2019.
From this past experience, the company’s teams saw VISEO as a trustworthy partner: “We appreciated VISEO’s collaborative spirit and their ability to drive change, explains the CIO and APAC IT Director of the firm. We chose VISEO because of its strategic perspective and clear understanding of critical customer requirements, business scenarios and retail challenges. We trust them to help us become a leader in customer-facing digital services and retail experiences”
Beyond that, VISEO already had a good perspective from installing CEGID Y2 for many other clients. This meant they could bring the benefit of best practices and avoid common pitfalls. In addition to being a strategic CEGID Y2 partner, VISEO already had a large and successful footprint in Asia, bringing cloud services and retail technology to the region.
The risks of doing nothing: inefficiency and disconnect
Retail and technology are a fast moving pair in the age where COVID-19 has changed buying habits. The pandemic made it all the more important to implement CEGID Y2’s solution in Singapore and then seriously examine extending it to other countries in the region. This would have the advantage of lowering the total cost of ownership in a period of weaker store sales.
Indeed, the success of the Singapore installation (2019) inspired Vietnam (2020) and Thailand (2022) to adapt the same technology and other countries in the region are largely expected to do the same. Today, it is hard to justify maintaining multiple business systems in a regional market. Multiple systems make it almost impossible to pool data, not to mention the extra costs of maintenance and system requirements. With a harmonized system, updates can easily be cascaded to each market, and each market can provide comparable data.
With VISEO’s strategic perspective and clear understanding of critical customer requirements, business scenarios and retail challenges, the player in the luxury skincare and cosmetics is on track to become a leader in customer-facing digital services and retail experiences.
Are you looking to improve your retail operations on data and process to better manage client relations and replenish stocks?