Л’Этуаль #pro любовь и клиентов: о чём говорили на большой пресс-конференции
Новости
|  18 февраля 2020

Л’Этуаль, лидер парфюмерно-косметического рынка России, 14 февраля пригласил журналистов, блогеров и партнеров компании на большую закрытую пресс-конференцию, посвященную клиентоориентированности.

Пресс-конференцию открыла генеральный директор Л’Этуаль Татьяна Володина. Она рассказала о том, что Л’Этуаль сегодня – это 250 городов и 1000 магазинов, из которых 61 являются флагманами. 

Компания активно инвестирует в клиентский опыт и сервисы – любой клиент Л’Этуаль может воспользоваться услугами визажистов, стилистов по волосам, специалистов brow-bar, face gym, skin & hair care и barbershop. В ассортименте Л’Этуаль представлено более 500 брендов, более 130 из которых можно купить только в Л’Этуаль.

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В 2019 году в Л’Этуаль появилось более 18 новых эксклюзивных брендов, среди них Penhaligon’s, Gucci Make Up, Gucci The Alchemist’s Garden, Jeffree Star, Buxom, Dolce&Gabbana Make up и другие. Одним из самых ожидаемых уникальных запусков 2020 года станет Christian Louboutin Beauty.

Неожиданным для гостей стало появление на пресс-конференции Килиана Хеннеси – создателя и креативного директора бренда Kilian Paris. Килиан представил собравшимся аромат Crazy Hot by Kilian, который он создал специально для Л’Этуаль, вдохновившись русскими женщинами. 

Елена Бабарик, коммерческий директор Л’Этуаль, рассказала об инвестициях компании в персонал, которые привели к поразительному росту NPS. В 2020 году Л’Этуаль восьмой год подряд проведет в Париже обучающую конференцию для всех сотрудников сети, отработавших в компании минимум один год. За предыдущие семь лет в конференции приняли участие более 20 000 человек.

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Мирослав Зубачевский, директор по электронной коммерции Л’Этуаль, поделился итогами работы интернет – магазина letu.ru – No1 в сфере Beauty в России, и рассказал о лучшем omni-channel опыте: жители Москвы получают заказ день в день, жители крупных городов России – на следующий день. Кроме того, клиенты могут воспользоваться услугой самовывоза и самостоятельно забрать заказ из любого магазина Л’Этуаль через 4 часа после совершения покупки.

Офелия Шафир, директор по маркетингу, рассказала о новом позиционировании сети со слоганом «На одной волне с тобой», а также поделилась взглядом Л’Этуаль на retail-маркетинг и влияние социальных сетей на бизнес. Офелия отметила, что с 2019 года вместо знаменитостей рекламными лицами сети становятся клиенты Л’Этуаль.

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Большое внимание Л’Этуаль уделяет ответственному потреблению: с 2020 года клиентам в магазинах предлагают пластиковый пакет, который подлежит переработке, или холщовую сумку. В 15 магазинах Л’Этуаль начался пилот по приему на переработку пакетов, пластиковых карт и батареек.

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