Digital Transformation Consulting

Shiseido faced the challenge of integrating a large network of 9,000 Personal Beauty Partners (PBPs) in Japan with their online shopping experience, which posed difficulties in delivering consistent, personalized customer engagement across retail and digital channels. They needed a way to leverage customer profile data to optimize content delivery and enhance the customer journey. To address this, Shiseido developed targeted online seminars, web counseling, and omnichannel beauty consultations, utilizing social channels to direct customers toward innovative AR-based product advice technologies and in-store experiences. As a result, they achieved recognition for their digital engagement efforts, with the Beauty Key app winning the 2023 Good Design Award, the Red Dot Design Award 2024, and the iF Design Award 2024.

The tailored solution included a data-driven CRM enhancement to streamline marketing investments, improvements to e-commerce operations, and standardization of business processes through advanced technologies, all supported by employee talent development in digital and IT skills. These innovations led to measurable outcomes, such as increased purchase frequency among repeat customers in Japan and growth in e-commerce sales, demonstrating a successful shift towards a more personalized and integrated customer experience. Additionally, their IT transformation improved inventory management and forecasting accuracy while reducing IT costs, contributing to their broader goal of value creation. Over 250 employees completed comprehensive digital skills training, underpinning Shiseido's transition into a digital-first beauty and wellness company.