How L’Oréal Beauty Consultants Experienced One of the World’s First Digital Retail Workplaces – News Center

L’Oréal set up one of the first digital retail work places in the world. Based on the Microsoft Teams platform, it is aimed at 21000 beauty advisors 🇧🇷they teams beauty consultants at points of sale) ggroup in the world🇧🇷 They I can This way use it to communicate in real time, access online training or even conductorbetter performance.


In the 2022 edition of theState of the art of the internal transformation of organizations, consultancy Lecko observes that the injunctions to change, to work differently, are becoming more and more pressing in companies. But the cultural inertia remains. However, one of the positive sides of the pandemic is the ability of organizations to adapt to constraints and reconfigure themselves. “A closer look reveals the beginnings of an agile organization: more “human” management, more flexible operation, more autonomy left to employees, often with shorter decision-making circuits. The debate about classes thus goes beyond the simple issue of teleworking modalities, as we can hear regularly. It is the organization and its way of operating that employees want to see changed. 🇧🇷

Among the desired developments, the strengthening of the “networking” of the organization (and, within it, of populations that can form “communities” of practices, learning, etc.). “Networking describes the ability of employees to bond and nurture relationships… It brings a new ability to mobilize collective intelligence. 🇧🇷 Obviously, technology can play a certain role in this mobilization, “raising” all professions to new dimensions.

The inertia observed by Lecko, world champion in beauty technology challenged it in 2018 by adopting an acceleration program that placed new technologies at the center of its strategy. I’ambition🇧🇷 🇧🇷Inventing the beauty of the future to respond to the relentless pursuit of beauty and well-being by consumers around the world for ever more inclusive, responsible and transparent beauty and, in symmetry, supporting all L’Oréal employees in their aspirations for new ways of working leveraged by technology and the power of data”.

Among the actions of this program, L’Oréal established with Microsoft one of the first digital retail workplaces in the world. Based on the Microsoft Teams platform, it is aimed at the group’s 21,000 Beauty Advisors (teams of beauty consultants at points of sale) around the world, who can use it to communicate in real time, access online training or even boost performance . A big step in the world of luxury where these advisors operate, the fundamental “points of contact” between the brands and the group’s customers. And an application, Microsoft Teams, which is becoming the Digital Retail Workplace for consultants, with all the advantages of fluidity, simplicity, etc.

“In a time human centered fueled by technology, L’Oréal supports the reinvention of the beauty consulting profession. Digital teams play a key role in providing agile, interactive tools to help sales consultants engage and share best practices, as well as support them in harnessing digital skills and help them master new uses for connecting with young consumers. From in-store sales to advice at every touchpoint, the metamorphosis of the sales consultant role is at the heart of retail transformation.🇧🇷🇧🇷 commented Élise Ducret, Global Head of Retail Transformation at L’Oréal Luxe.

If beauty consultants make particularly successful use of Teams, the solution will be accessible to the entire group. L’Oréal started using Teams in late 2018 and quickly deployed it. Because the interactions between collaborators made possible by Teams prove to be generators of intelligence, ideas, and innovations.

Proximity: always a strength of the store and its beauty consultants

In the last edition of Retail Technologyin Paris, L’Oréal CEO Nicolas Hieronimus shared elements of reflection on O + O + O commerce, for offline, online and “onchain”, through the rise of NFT virtual goods offered in the metaverse. he estimates that “Proximity continues to be a strength of the store and its sales consultants. The case of the Boots brand, present 10 minutes away from 85% of British consumers, is cited as an example. Furthermore, Brick & Mortar maintains a monopoly on experience, but also on discovery. Discovering a new e-commerce product only works if you’re pressured to do it, while the ability to browse a shelf remains the store’s prerogative. 🇧🇷 “Wow” effect, immersion, entertainment… If Nicolas Hieronimus listed the strengths of physical commerce, it was to better highlight its complementarity with the practicality of online sales. Source: fashion network

Leave a Comment