The brand new RetailX Europe Growth 3000 report 2024 looks at US cosmetics retailer Kiehl’s personalised advice, across both online and instore sales channels.
Visitors to its website can book an instore skin consultation or, online, scan a QR code and upload a selfie for skin analysis and product suggestions. The cosmetics business also offers advice and information through its World of Kiehl’s blog.
Kiehl’s roots extend back to 1851 New York, although it’s the UK website that is ranked in the Top50 of the RetailX Europe Growth 3000 2024. The business started with an apothecary business that first opened in 1851 and was bought by pharmacist John Kiehl in 1894. Kiehl’s own brand products went on sale in 1921 and the business continued to be family owned until it was acquired by L’Oréal in April 2000 for an undisclosed sum.
It is now part of the French beauty group’s Luxe division, which accounted for 36.2% of L’Oréal’s €41.18bn turnover in 2023, up by 11% on the previous year. Of L’Oréal’s total turnover, 27% – that’s €11.2bn – was from ecommerce (+9.5%).
On the kiehls.co.uk website, shoppers can sign up to its newsletter, to the Kiehl’s rewards points scheme – where benefits include free UK delivery on all orders – and they can click through to its presence on Facebook and Instagram. Its largest following, of 3.8mn followers, is on Facebook, for content including offers, advice and product information through images and videos.
Shoppers can find the right products for them through the search box, which offers search term and illustrated product suggestions. They can also navigate through categories including bestsellers, skin care, men’s, body and hair, using navigational filters that include collection, concern, skin type and price.
The retailer offers standard delivery in between three and five working days, costing £3 or free on orders over £25. Premium next-day and Saturday deliveries are also available. Shoppers can return an item for a refund if they have changed their mind for up to 28 days after receiving the delivery. To do that they must complete and print a free returns form, sending their return via UK postal service Royal Mail.
Products are also available instore through 39 UK shops, including 11 Kiehl’s standalone stores in London, Selfridges and branches of Space NK.
At the checkout, shoppers can choose to create an account or to checkout as a guest before paying using Apple Pay or PayPal. They can also choose up to three free samples.
Throughout the pages of the Europe Growth 3000 report 2024 report, we will scrutinise how these 3,000 retailers, brands, and marketplaces innovate and add value to their operations amidst persistent external economic challenges.
Delve into case studies spotlighting pioneering efforts by companies such as Alpkit, King Jouet, Top Secret and Elbenwald illustrating how they navigate and thrive within the evolving retail landscape.
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