New ecommerce and data platform transforms Perfumes & Companhia’s customer journey.

Strengthens data management with single source of truth.

Having 130 stores each with its own unique database meant that Perfumes & Companhia had accrued a wealth of customer data via legacy tools that was hard to manage. Using Service Cloud as its CRM to connect to Marketing Cloud, Commerce Cloud, and its own existing systems has given the company the single, common technology infrastructure it needed. Now, data from across the ecosystem is continuously digested in a way that it is easy to understand, segment, and work with while remaining secure and giving the beauty retailer a 360-degree view of its customers.

Leverages data for targeted communications and sales.

With the Einstein Send Time Optimisation function in Marketing Cloud Engagement, Perfumes & Companhia can now send messages to their customers at a time predicted by AI to be the best, resulting in an email open rate of 23.5%. Using automated customer segmentation, the retailer has produced and run impactful campaigns to increase repurchase and cross-selling in categories such as skincare. In one recent campaign, with a partner brand, 3% of the total revenue generated by that brand in one year came through this sophisticated automation. 

Aligns in-store and online customer experience.

Einstein 1 Platform has delivered a seamless omnichannel customer experience in-store, online, and via mobile, putting Perfumes & Companhia literally ‘in the hands’ of its customers. Today, 80% of web traffic comes via smartphone and 60% of online sales happen on mobile. On its website, which receives eight million visits a year, more responsive navigation and a refreshed design mirroring in-store upgrades has improved the customer experience; in 2023, the number of support tickets created by customers had decreased by 28% on the previous year while complaints about the website and requests for order information were fewer. Even during peak times, like Black Friday, customers can complete transactions seamlessly without waiting in digital queues. Gift vouchers that could previously only be used in-store can now be used online, and a store locator, allowing online customers to search product availability in specific stores, is used for one in every five website visits. 

Empowers teams with greater autonomy and control.

Marketing teams, once reliant on input from other departments to create product landing pages and online promotions, can now do it themselves with access to rich, engaging templates and the ability to preview content layout before publication. Einstein 1 Marketing augments teams by giving greater control and autonomy, enhancing the employee experience and removing what was once a source of tension and delay internally. Simple promotions can be created online inside 10 minutes with Page Designer and made to align with in-store activity to further support the omnichannel experience.