Combining customer experience and automation: The Beauty Success case

Publication date : 
25/1/2022
Update date : 
25/1/2022

Beauty Success Group represents 25 years of family history from the heart of France, specifically in the Périgord region. Strengthened by its success, Beauty Success Group is now the first network of perfume shops in the region with franchised partners. However, the company cherishes its values, hence, works closely with local actors who have become partners over time, and attaches great importance to creating close relationships with its customers. The Beauty Success brand places customer experience at the heart of its priorities and strives to improve the service and advice it offers continually. Today, the brand brings together over 300 perfumeries and beauty salons.

Beauty Success Group: a brand committed to local actors

The company attaches great importance to its French and regional origins and works with local actors wherever they are. In this regard, the perfume stores in France refer to local products for local clientele. In Bordeaux, for example, customers can find brands such as Océopin, a local brand from Cap Ferret. This service is provided consistently for Beauty Success customers who are accustomed to the brand's high standards and always expect the best in terms of quality and customer experience. 


Beauty Success Group aspires to provide an experience as pleasant as in-store via its mobile-first website, an ambitious goal for an ambitious brand. Over the years, the brand has formed a synergy between its online activity and network of brick-and-mortar perfumeries and beauty salons, which provide complementary offers based on an efficient omnichannel strategy. For example, via the "order in store" service, customers can purchase products that are not in-store and receive them directly at home.


A seamless omnichannel customer experience online and in-store

Beauty Success Group required a solution that would assist its support teams, simplify the customer’s journey on the site, reduce the number of customer support contacts, and make it easier for visitors to obtain information on the e-commerce site. The company, therefore, resorted to Botmind's virtual agent to automate its customer relations. 


The integration was quick; within a few weeks, the virtual agent could automate answers to frequently asked questions and redirect high value-added requests to customer support advisors. The integration allows the brand to optimize its customer experience by providing reasoned automation when necessary. It also enables the brand to create and develop close ties with increasingly demanding customers. 


The virtual agent's impact was quickly felt with a reduction in customer service congestion and a decrease in the number of frequent and time-consuming requests received by the support teams (about 80%). Response paths related to order tracking, delivery, and payment have been implemented to make it easier for visitors to obtain information and receive better service.

Customized pre-sales support

With a large catalog of products, the brand set up response paths to cater to visitors' needs and advise them on the most suitable product(s). Personalized gift advice paths were deployed for various promotional campaigns during Father's Day and Mother's Day. Like a salesperson in a store, the virtual agent accompanies visitors and advises them on the product that meets their needs. 


Using triggers (small notifications displayed by the virtual agent), the company can adapt its message to the page visited by the customer. For example, if customers visit the 'Green Beauty' page dedicated to organic brands and products, they can quickly access a selection of local and made-in-France brands. On the ‘Gift Card’ page, they can have swift access to all the information about gift cards, and the virtual agent can engage them in a personalized response path. 


The virtual agent also helps book beauty salon appointments. It facilitates obtaining information on opening hours and locations of beauty salons. The triggers linked to the appointment booking allow engaging the visitor in the sales tunnel.


The Botmind virtual agent can simplify and shorten the sales cycle because of its features. It enables companies to promote complementary offers and capitalize on upselling (pushing the consumer into a higher range) and cross-selling (pushing the customer towards purchasing a complementary product) opportunities. 

Integrating the virtual agent on Beauty Success has allowed the brand to save time for its support teams. They can now focus on concrete cases with high added value. The customers can also enjoy an omnichannel customer experience that meets their requirements and the brand's standards. They are reassured and accompanied during all the steps of the buying process. At Botmind, we are very proud to support major players in the French retail industry, such as Beauty Success Group. 

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