London cosmetic brand enlists local digital agency to beautify business operations

D2C beauty brand Trinny London has modernised its business operations and, in turn, enhanced its customer experience with the help of digital agency, Excellent Zephyr and Patchworks (iPaas) platform.

Founded by CEO Trinny Woodall in 2017, 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 per cent of customers are between the ages of 45 and 54 years old; 22 per cent, 22 to 34 years old, and 20 percent 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 in store through the British department stores Fenwick and Harvey Nichols, and has just announced its first permanent retail presence in the US at Saks Fifth Avenue.

However, due to multiple “project complications”, the brand 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.

Taher Khaliq, chief technology officer at Trinny London, commented: “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, added: “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!”

By Matthew Neville – Correspondent, Bdaily

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