One of Europe’s fastest-growing D2C beauty brands, Trinny London, has modernised its business operations and in turn enhanced its customer experience with the help of the leading digital agency, Excellent Zephyr and Patchworks (iPaas) platform.
Since 2017, Trinny London has exploded onto the beauty and skincare scene with its innovative and high-quality products. Founded by CEO Trinny Woodall, the brand uses a unique diagnosis tool, Match2Me, to generate a personalised combination of products distinctive to each consumer.
Built for a diverse customer base, 43% of customers are between the ages of 45 and 54 years old; 22%, 22 to 34 years old, and 20% are 55 and over. The brand is supported by a loyal, online community, the “Trinny Tribes,” which attract over 100,000 members in over 30 countries worldwide.
Originally conceived as a digital-first business, Trinny London now sells its products instore through the British department stores Fenwick and Harvey Nichols, and has just announced its first permanent retail presence in the U.S at Saks Fifth Avenue. Retail spaces are powerful at driving brand engagement and loyalty in the age of ecommerce, and last year’s Sak’s pop-up was proof of just that, as hundreds of the brand’s Trinny Tribe community members traveled to New York City from across the East Coast and as far as the Midwest to purchase products in-store.
To support the brands projected business growth, Trinny London implemented NetSuite’s solution to optimise its back-end operations. “With a growing product portfolio and multiple sales channels we needed to have real-time visibility across the entire operation, accessible from anywhere at any time. As the UK faces a cost of living crisis and impeding financial challenges, the ability to streamline our operations and make strategic business decisions at speed and with agility is vital to our growth,” says Taher Khaliq, Chief Technology Officer at Trinny London.
However, due to multiple project complications they looked for additional support and after a competitive pitch, Excellent Zephyr was selected to provide much needed expertise and advice to get the project live.
Having evaluated Trinny London’s technical requirements, Excellent Zephyr prepared a cutover plan and provided the brand with experienced consultants, dedicated technical resources and project management to achieve a successful go-live.
Khaliq continues: “Prior to Excellent Zephyr’s involvement the project had been running for 10 months with no sight of completion. When Excellent Zephyr got hands on, they spent time learning about elements of our business, how we work and what the issues had been to-date. Working around us and our processes, they then took ownership of the NetSuite implementation and got us live within three months of taking the lead.”
In order to seamlessly connect the software to Trinny London’s existing technology stack, Excellent Zephyr enlisted the support of the cutting edge retail integration platform, Patchworks.
Ady Collins, Chief Operation Officer at Patchworks adds: “The challenge that many retailers currently face is having an existing, diverse and established tech stack, that struggles to connect and provide strategic data insights. We’re thrilled to have been able to seamlessly connect Trinny London’s software, allowing them to make informed decisions and improve overall business performance, based on data across the entire business. We’re excited to see the results over the coming months.”
Trinny London grew by 330% in 2020, with revenues reaching 55 million pounds at the end of 2021. Skincare, which launched earlier this year, and in less than five months now comprises 32% of sales.Ian Moore, Head of Services at Excellent Zephyr concludes: “We’re delighted to be working with such an innovative, fast growth and disruptive brand like Trinny London. Their integrated NetSuite solution can scale to support their ambitious business operations so that they can overcome any challenges head on and can continue to grow their business with confidence.”
