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Use Case

FROM B2B TO B2B2C: OPENING A DTC SALES CHANNEL FOR A BEAUTY MANUFACTURER
CUSTOMER PROFILE:
  • Industry: Manufacturing – Beauty & Cosmetics
  • Headquarters: Texas, US
  • Brand presence: Global
  • Employees: 41,000+
CHALLENGES

Ineffective B2C ecommerce strategy. The beauty manufacturer had a well-established B2B ecommerce presence but was limited in its ability to sell directly to the consumer.

Expanding DTC ecommerce presence. The company lacked the tools and solutions to sell directly to consumers in South America.

In need of a quick go-to-market solution. The manufacturer needed a solution that could be easily replicated, allowing for speedy rollouts in new regions.

OBJECTIVES
  • The beauty manufacturer wanted to enhance and expand its business model by going from mostly B2B to selling DTC.
  • The manufacturer was looking to launch a feature-rich B2C commerce website capable of offering personalized shopping experiences to customers.
  • The beauty products manufacturer wished to expand its ecommerce presence to new markets and start selling DTC in South America.
  • The manufacturer was looking to grow brand awareness, build strong relationships with its customers and foster their loyalty.
SOLUTION
  • We launched four Salesforce Commerce Cloud-based websites for the beauty manufacturer in Chile, Argentina, Colombia, and Peru. The sites were built using Storefront Reference Architecture (SFRA), allowing the manufacturer to go to market faster and consolidate the ecommerce presence for all their South American websites. The shared architecture of this solution enables the company to launch new sites quickly while maintaining the flexibility to localize and launch country-specific features.
  • To help the company grow customer loyalty, OSF developed a custom feature that allows their customers to create personalized baby shower invitations and share them with family and friends through WhatsApp, Facebook, or email. These invitations send a unique link to buy gifts for a baby— redeemable anytime and anywhere.
RESULTS

The beauty manufacturer’s new B2C websites helped the company transition from a predominantly B2B business model and establish an efficient B2B2C business. By enhancing its B2C digital strategy, the manufacturer is now able to grow brand awareness, build stronger relationships with its DTC clientele, and increase their engagement and loyalty. The manufacturer now offers unique B2C shopping experiences and allows customers to organize baby shower events virtually.

TECH STACK
Salesforce B2C Commerce Cloud

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