Sephora and Keyrus have established a strategic partnership to accelerate the Digital Transformation of the cosmetics chain in Latin America.
Sephora, the world’s largest beauty products chain, has accelerated its e-commerce strategy in Latin America with the launch, in Mexico and Brazil, of a complete e-commerce platform redesigned to provide the best customer experience.
Based on Salesforce Commerce Cloud, the new platform was implemented by Keyrus in both countries.
The project is part of Sephora’s growth strategy in Latin America and was developed in phases. In Mexico, the launch took place in October 2020. In Brazil, it was launched in March of the same year.
“With changes in customer buying habits, we have intensified our digital strategy, to expand operations in the region with a more interactive, functional and robust electronic commerce,” said Anouar Rbiah, IT Director for Latin America, Sephora
Expert strategic partnership
Keyrus is an international consultancy specialized in data intelligence and Digital Transformation, working in three main and convergent areas of expertise.
The first area covers data intelligence, data science, Artificial Intelligence, as well as Big Data, cloud analytics and business intelligence including EIM – CPM/EPM.
The second area covers the digital experience, innovation, digital strategy and digital marketing; also DMP and CRM, digital commerce, digital performance and user experience. Finally, the third area includes, management and transformation consulting, strategy and innovation, Digital Transformation, performance management and project support. Keyrus is present in 19 countries, and the whole Keyrus Group has 3,200 employees worldwide.
On the other hand, Sephora is the world’s largest beauty products chain, founded in France by Dominique Mandonnaud in 1970 and acquired in 1997 by LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury conglomerate. Sephora entered Brazil in July 2010, when LVMH Moët Hennessy Louis Vuitton acquired Sack’s, the main online store for prestigious beauty products in Brazil and Latin America.
The project
For the execution of the projects, Keyrus was chosen for its extensive experience in Digital Transformation, and for being a global company with a strong local presence in Latin America, a region where it has operated for 15 years.
A multidisciplinary team made up of consultants in functionality, technology, implementation and operation participated in the challenge.
“Our team has 150 highly qualified professionals, dedicated to Digital Transformation and electronic commerce,” said Stephan Samouilhan, CEO of Keyrus LATAM.
“The role of Keyrus was fundamental and strategic, from the survey of processes, development specifications, and post-commissioning support. The knowledge of the team was remarkable, with several certified Salesforce consultants, ”said Rbiah.
“We work seamlessly between Sephora’s internal team, who know the business, and the Keyrus team. The project was a great success, from start to finish.”
Rene Lima, Regional Vice President Commerce Cloud for Salesforce LATAM, said: “Keyrus was a strategic partner in the implementation of this project due to its extensive knowledge of Salesforce technologies – and because it is a global company, with a local presence in the Latin American market, which facilitates interactions with the end-customer.”
Sephora has 26 stores in Mexico, a market where it has been present for nine years.
Digital future
Commerce Cloud is one of the fastest-growing segments in Latin America. The COVID-19 pandemic was responsible for taking advantage of this segment since electronic commerce has become the only way for some companies to reach the end-user.
Rbiah, Lima and Samouilhan agree that there is no going back to the pre-pandemic era in terms of digital commerce. On the contrary, companies that work with e-commerce must increasingly seek personalization, deep knowledge of their customers and work to improve their experience.
“It is a new level for e-commerce and Sephora can meet this demand,” said Rbiah.
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