Saudi Arabia-based e-commerce beauty brand, Golden Scent has seen exponential growth in recent months. The most promising categories on Golden Scent included make-up and home fragrances, each displaying 4x growth in sales in comparison to other categories.
Amidst the COVID-19 pandemic, Golden Scent continues to provide a safe and secure supply chain of its vast beauty catalogue of almost 30,000 fragrance and beauty products, ensuring that the safety of its customers and employees remains of paramount importance. The usage of cashless payment methods like Apple Pay has seen double-digit adoption rates during this time. In addition, Golden Scent introduced contactless delivery to ensure the safest possible customer experience.
Much before the pandemic, when Golden Scent launched two years ago, it was the first e-commerce beauty brand in the region to introduce augmented reality (AR) as a feature. This feature allows the user of Golden Scent app to virtually try on beauty products from the comfort of their home. The use of AR technology has led to a 300% increase in the time spent on the Golden Scent app and a 400% increase in engagement, surpassing peak seasons and selling periods seen previously.
Providing helpful tools to enhance the shopping experience proved to be the right strategy especially during these times, as reflected in the 30% increase in the average cart value.
“The conscious decision to invest heavily in technology, content and a seamless online shopping experience already makes Golden Scent a profitable business, with a unique position in setting new standards for customer satisfaction,” stated Malik Al Shehab, CEO of Golden Scent. “In this new phase of the market for offline retailers, the restriction of movement has accelerated the transition to digitalisation. Strategically, brands are partnering with us because of our constant commitment to delivering the highest standards of online presence.”
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The brand has already built a strong foundation within the region with the support of a notable list of investors, including Saudi Aramco Ventures Waed, Wamda, Saudi Venture Capital Company and others. This is not only helping Golden Scent to navigate the current challenges, but guiding the next steps for future expansion and growth.
Golden Scent has also presented a renewed commitment for social responsibility initiatives, one of which is designed to give back to its alumni amidst the growing uncertainty within the market. A fund has been created as a means to continue to support the Golden Scent network both financially and socially, in order for them to gain traction in these challenging times.
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