Putting customer experience in the center of fashion & beauty retail
Supporting Chalhoub Group in building a CX practice that would then take over the group's customer experience intiative and arming them with a bullet-proof cx design toolkit
The full scope of engagement that included multiple sections including a CX Academy, Toolkit Intro, Journey Mapping, Customer Experience Vision, Research of Customer Archetypes etc.
A toolkit was built bespoke to match the needs of the Group's brands
A framework that was used was built for Chalhoub Group & its brands providing with a toolkit that can be used to understand, map & design experiences.
You can always expect the best from team Renascence. Hard working.Always share their opinion and recommendations with respect. I really appreciate that as a client.I enjoy bouncing ideas with them.
— Ilaria Buonpane, Head of CX, Chalhoub Group
Context, Approach & Methodology
In 2019, Chalhoub Group invited us to help them transform the internal culture and infuse the "design thinking" into the day to day routine of brands in fashion and beauty.
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
What did we achieve?
We have helped to build and launch a new CX function in Chalhoub Group with its very own tools and frameworks.
We have provided with a full A-Z toolkit that can be used by teams across the group for DIY experience design exercises.
Across two group pillars and 10 brands we have transformed the way people used to think about customers and their experience.