80K+ beauty advisors upskilled as Clarins gamify adoption of E-Pro training tool
Success Stories
Clarins is a multinational cosmetics brand operating in over 150 countries through department stores, high-end retailers, and 28 of their subsidiaries.
Founded in 1954 by Jacques Courtin-Clarins’s vision of “bringing beauty and wellbeing to all women,” their business spans the manufacturing and selling of perfume, makeup, and skincare.
The challenges
Clarins’s internal digital infrastructure has multiple channels to drive employee engagement and upskill their teams and representatives, including the Clarins E-Pro app for the training needs of beauty advisors.
However, building digital infrastructure only goes so far. Getting people to opt-in and engage with these apps is the only path to them serving the function they were built for.
Their goals broke down to:
- Getting beauty advisers to engage with the E-Pro app, and facilitating discovery of its different features to promote user adoption and retention
- Getting more experienced beauty advisers to re-engage with the E-Pro app
- Training customer-facing workers to deliver a better service and sell more products
- Reward beauty advisors at key times of year to keep up morale
Driving engagement through the “E-Pro” app to celebrate key events
Clarins used the Dynamic Path™ experience builder to create a digital advent calendar made up of instant win games – integrated with the E-Pro app.
Just like the ones full of chocolates from your childhood, these opened up on subsequent days to offer employees fresh opportunities to win prizes, and repeatedly drove beauty advisors to the app, keeping it front of mind as a resource at an especially busy time of year.
Re-engaging customer-facing workers in a channel like the E-Pro app at a time when they need it most is one of the best ways to spotlight its true value, and integrate as part of the day-to-day routine. It creates the best chance for advisors to buy into its potential and continue using it.
This campaign was so successful it was repeated the following Christmas with optimisations from the first advent calendar’s data.
Results and KPIs
Key figures 🚀
From the “E-Pro” app projects:
- 80,446 plays by beauty advisors across its two iterations
- An 89% average engagement rate from 90,360 total views
Objectives achieved 😎
- Better sales figures for Clarins products due to better trained beauty advisors through gamification
- Positive association with Clarins brand, again, because the Clarins advisors are trained to better represent the brand through the app
- Surges in active users on the app as a result of gamification campaigns
- Increased app usage rates compared to pre-campaign levels, showing the effectiveness of gamification experiences
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