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How Charlotte Tilbury uses Google Cloud to create a data-led customer experience

Charlotte Tilbury ups its CX with Looker
Charlotte Tilbury ups its CX with Looker

Charlotte Tilbury, the global luxury beauty and skincare brand, is using Looker, the business intelligence (BI) and analytics platform from Google Cloud, to accelerate its omni-channel growth and further support the customer-centricity and agility of the business.

 

Charlotte Tilbury’s rapidly-growing global business – available in more than 60 countries via CharlotteTilbury.com and 550 physical locations – sought to advance its data analytics processes while scaling up its ecommerce platform to meet growing customer needs across channels. The company chose Looker to deliver a unified approach to analytics and reporting that would open up access to real-time, critical data insights across the business, from ecommerce to supply chain and finance.

 

Today, all areas of the company use Looker, helping Charlotte Tilbury build a deeper understanding of customer behavior, enabling more informed decision-making, and guiding its online strategy to better serve customer demands. With access to trusted data through the Looker platform, the company can tackle issues based on real-time information.

 

“It’s an incredibly challenging time for retailers around the world. Now, more than ever, we need to focus, adjust, and invest in technology that will help us navigate the current climate by creating consistently excellent customer experiences across all channels. With the recent spike in online demand, the powerful combination of Looker and Google BigQuery has been critical in enabling us to easily adapt. We now have faster access to reliable, real-time insights that provide informed decision-making, and build trust at this uncertain time,” explains Dr. Andreas Gertsch Grover, director of data at Charlotte Tilbury.

 

While the initial Looker deployment was focused on ecommerce, all teams are now using Looker including its physical retail teams, bolstering Charlotte Tilbury’s omni-channel integration. This multi-departmental sharing of insights also helps improve efficiencies throughout the company’s supply chain, assisting with stock-shortage notifications and order-volume fluctuations across different geographies.

 

John O’Keeffe, director of Looker EMEA sales at Google Cloud, commented: “Due to the extremely competitive nature of the industry at the moment, retailers need to do everything they can to make both the online and offline experiences for customers as seamless and engaging as possible – to accelerate digital and omni-channel revenue growth. Retailers looking to innovate and empower should be using data as a digital influence across the whole business to better understand and cater to customers.”

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