Middle Eastern luxury retailer Chalhoub Group is offering a digital concierge service that allows customers to have access to in-store beauty and fashion advisors from the comfort of home. A virtual, cloud-based solution, this digital concierge service is one of Chalhoub Group’s many initiatives to take its omnichannel journey to the next level by creating a channel-agnostic, personalised shopping experience.
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The digital concierge service, created in collaboration with a UAE-based technology start-up GetBEE, is available across its 15 fashion and beauty brands – including Faces, Dolce & Gabbana and Lancôme. These brands were onboarded to a collaborative e-retail platform, which allowed their beauty and fashion advisors to interact and engage with their customers using conversational commerce technology.
“We understand and love our customers. It is one of the most important elements of our successful digital transformation journey that we become more and more obsessed about them, putting them first, and finding innovative ways to delight them,” said Kristof Lukovich, head of digital for beauty at Chalhoub Group. “This means testing new channels and finding the right partners in this important mission. It is all about the customer experience. It is a very exciting time to be in retail, and work on hybrid and omnichannel projects together with our luxury brands.”
An increased focus on contactless purchases was noticed in March 2020, following the impact of the COVID-19 pandemic, growing the number of e-services for customers within the UAE by 150%. As Chalhoub Group’s digital transformation journey was well underway much before the pandemic, it witnessed a demand surge during the lockdown period and created a sustainable way to continue in a post-COVID world.