Ella Baché Customer Experience

As technology is changing our behaviour and relationships with brands, Ella Baché recognised a need to raise their customer experience. By looking at the intersection of data, creativity and technology, meaningful digital experiences and improved in-store moments for customers and their specific beauty needs were surfaced. By defining the primary audience profiles and mapping their current online and in-store customer journeys, key insights and data were used to create a recommendation for future customer lifecycle journeys that:

• Supported the acquisition of new customers;
• Improved Customer Lifecycle Value for existing customers;
• Enhanced win back of lapsed customers.

Through a series of Design Thinking methodologies that combined creative and critical thinking, a number of initiatives were identified to achieve acquisition and win back targets, while also improving Customer Lifetime Value.

Putting customers at the heart of solutions, Ella Baché quickly adopted an improved brand influencer strategy, amplified product reviews to inspire confidence to purchase and utilised rebooking incentives for customers before they left their in-salon experience.

Additionally, initiatives involving enhanced unboxing, rewarding most valued customers and an online unique skin profiler have been prioritised for future production.