Enabling a beauty concession retailer to:
Drive footfall to their stores, with 22% of appointments coming from the website.
Increase sales, with 78% of customers with an appointment making a purchase.
Develop a richer CRM database and increase the number of loyalty scheme sign-ups.
Our department store client has a chain of high-end stores in Ireland.
The beauty concessions within our client’s department stores offer a range of beauty services, such as make-up and make-up lessons. These services, offered by Chanel, bareMinerals, Dior, Charlotte Tilbury, Estée Lauder, Mac, Nars, Laura Mercia and beyond, invite customers to dress-up, experience the beauty brands’ make-up and build long-lasting relationships with both the beauty brands and the department store brand in the process.
Previously, the beauty concessions had a basic appointment calendar that was used by the store beauty advisors to manually book appointments for customers that they spoke to in the store. They had no way of allowing their online customers to pre-book appointments to visit the store, no method to seamlessly communicate with customers about their booked appointment and no integration with their CRM loyalty tool. This meant that providing services to customers was ad-hoc rather than appointment-based and the store teams were not serving customers as often as they could have been.
The department store brand deployed the Qudini Appointment Scheduling software to improve its in-store experience and drive footfall to its in-store beauty services from online. After analysing the appointment scheduling software market, they chose to work with Qudini due to the scalability of our out-of-box solutions, flexibility and drive to collaborate to create the ideal solution for their needs. The Qudini software enables the department store to not only increase footfall, but also offer a more premium and tailored service that drives greater sales and customer loyalty.
The appointment customer journey with Qudini Appointment Scheduling software:
• Customers using our client’s website can select a brand, book a beauty appointment and add multiple services to their booking.
• A confirmation SMS and email confirms the customer’s booking.
• A reminder SMS and email are sent the day before the appointment.
• When the customer arrives in store, the staff check them in and see them right away.
• Integration with our client’s CRM software displays the customers CRM profile, enabling employees to provide a personalised service to customers.
• The beauty concessions teams can seamlessly add the customer to the department store’s loyalty scheme.
Using the Qudini Shop Floor Management features, the in-store beauty concession teams are now able to manage their appointment customers, alongside their staff and shop floor activities on their tablet devices.
22% of in-store appointments were driven by organic online bookings for one beauty concession within the department store. The forecast is even higher once the online booking service is promoted on the website and elsewhere. Qudini enables customers browsing the department store website to seamlessly book appointments in store. As a result, more customers are learning about their beauty services and visiting their stores for appointments.
78% of customers with appointments make a purchase. Appointment bookings increase store footfall and enable staff to be more prepared for customer appointments by accessing customers’ loyalty profiles, all leading to greater sales and conversions for the department store.
The percentage of customers attending their appointments is 13% greater than when the department store used a more manual system to book and manage appointments in-store.
Qudini integrates with the department store’s CRM software and automatically updates profiles and adds any customer without a profile. This enables our client to develop a richer and more up-to-date CRM database and sign more customers up to their loyalty scheme without taking any additional time to do so.
The Qudini platform saves the beauty brand teams time by making it seamless to create and manage customer appointments and CRM loyalty profiles.
Previously, the beauty brand colleagues within the department stores could only be reactive to the walk-ins coming in to the store. With Qudini Appointment Scheduling, more of their time is filled with appointments.
The improved customer experience coupled with the simplicity and ease of booking a service has led to more customers returning to the store for additional beauty services.
The Qudini data analytics platform enables the department store’s beauty brands to analyse their concession’s footfall trends in order to more effectively allocate resources.
Qudini capture a wealth of data that enables each department store beauty concession brands’ head offices to better understand their customer needs and behaviours to improve their resource planning and marketing initiatives.
By offering this valuable service, the department store has improved its relationships with its beauty concession brands.
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