Putting customer experience in the center of fashion & beauty retail

Chalhoub Group is one of the largest fashion and beauty retail groups.

The main group is the leading partner of luxury, fashion and beauty in the Middle East through three types of activities: distribution, regionally and locally in 8 countries; retail, with over 750 stores; and marketing services. Some of Chalhoub's joint ventures include Louis Vuitton, Dior Couture, Sephora, Fendi, Puig, Celine, Givenchy, Louboutin, and Havas.

Some of the group's retail franchises include Saks Fifth Avenue, Loewe, Carolina Herrera, Swarovski, Lacoste, and Michael Kors.The distribution franchise includes L'Oréal Luxury.

The group created and is operating several retail own-concepts, including Level Shoes, spanning 96,000 square feet, with 40 designer boutiques; and department store Tryano and has acquired Christofle.

To launch a group-wide CX Initiative we were tasked to develop a tailored to Chalhoub's needs and bespoke customer experience framework, aimed at

- Providing a toolkit for brands;
- Educating brands on how to use the toolkit;
- Improve an understanding of CX within the group;
- Bring up CX Champions across beauty and fashion;
- Create a task force for group-wide CX activities
- Design new customer experience vision
- Design as-is and future experience journeys
- Research customer experience archetypes
- Create a plan of action