A beauty products manufacturer needed a B2B makeover.
A large, global cosmetics manufacturer had a problem. A few problems, actually.
A corporate mandate forced them to evaluate other eCommerce and order management solutions that would support their expansive customer service and field sales rep staff, as well as their 4,000+ salons worldwide. The SAP order management solution their call center staff had been using to enter orders placed over the phone was no longer going to be supported by the global IT department. They had a call center staffed by 35 individuals who were completing all orders manually via this system. This manual order entry process drove up the cost of customer service with the expense of unnecessary resources, a large amount of manual order errors, and missed opportunities as the reps were forced to spend the majority of their time taking orders, instead of focused on upselling, promotions and attracting new customers.
They also knew that in today’s digital age, the salons they served were expecting them to modernize and offer the ability to place orders for backbar, tester and retail products from any device at any time of day, instead of by calling the center between 9 and 5pm central time.
They were forced to rethink their approach and identify both an experienced partner and modern B2B eCommerce platform that could handle their unique business needs and improve the user experience.
Four51 delivered. 20 years of experience simplifying eCommerce for complex businesses paired with modern technology capable of support custom experiences on tight timelines was just what this manufacturer was looking for.
A custom order management experience for customer service reps, field sales reps and salon staff alike
In a matter of months, Four51 delivered a completely custom order entry solution tightly integrated with SAP. The application allows customer service reps to rapidly enter orders as they’re called in, and for salons to browse, shop, order, and re-order in a self-service manner. Role assignments and permissions allow the manufacturer to control the experience of many different types of users (sales reps, salon owners, regional managers, salon staff, etc.), assigning access to a specific product catalog, pricing, promotions, alerts, and more. Salons are able to place orders, view their order history, setup preferences, and manage claims and returns. The ability to quickly find and add items to the cart was important because the average line items per order is over 100. With their new application, users can find and filter products using dynamic search, view inventory availability and take advantage of promotions as they move through the ordering experience.
A best-in-show transformation
Within the first year, this cosmetics manufacturer saw 85% of salons placing orders online instead of calling into the call center. They’ve seen a steady increase in sales, as well as cart size because of the application’s ease-of-use and the manufacturers ability to control cross-sell/up-sell opportunities and messaging.
The manufacturer has also experienced significant cost savings. They’ve been able to reduce their call center staff exponentially, cutting costs and re-allocating resources to new, value-adding positions. They’ve experienced a significant reduction in order errors.
But our work here isn’t done yet.
Four51 continues to work closely with the cosmetics manufacturer, helping them to identify opportunities for growth, scale and evolution from a digital standpoint. Whether it’s finding new ways to tell the brand story or identifying other best-of-breed technologies to integrate with, Four51 is dedicated to their ongoing results and success as they continue to grow.