​Jurlique’s move to mobile POS set to enhance customer experience

The skincare and beauty retailer rolls out new mobile transactional system to improve staff engagement with customers

General manager at Jurlique Australia, Ann Donohue reveals the retailer's new mobile POS system
General manager at Jurlique Australia, Ann Donohue reveals the retailer's new mobile POS system

For retailers in highly competitive markets, the point-of-sale experience they deliver can be just as important as the products and services they sell.

This is especially true in the beauty and skincare market. After all, if the purpose of the product is to pamper, then shouldn’t customers expect a purchasing experience that matches?

Traditionally, however, even the most consultative sales experience ends with the customer being left to complete their transaction at the cash register.

One retailer on a mission to transform this traditional approach is Australian natural skin care brand, Jurlique, which recently implemented a cloud-based POS system from Vend. The new system is set to effectively transform each of its team members into a mobile POS operator, and is able to take customers from the initial introduction and consultation right through to the final purchase without the need to hand them off at a cash register.

General manager at Jurlique Australia, Ann Donohue, said the Vend system replaced a proprietary POS system running on laptop PCs.

“When we had a fixed point-of-sale, we really were expecting the customer to leave a very comfortable engagement in the store with the team member to then go and line up to pay at a counter,” she said. “This was particularly challenging in our concept stores, where we have a treatment business with separate rooms for facials and body treatments. We were bringing those customers out after an hour of absolute bliss and relaxation back onto a really busy retail store to finish that transaction.”

As part of the rollout, each team member has been equipped with an iPad mini, with transactions processed wirelessly anywhere within the store. This eliminates the need for a fixed POS terminal for anything other than cash transactions.

Donohue said the deployment is not just improving staff engagement with customers and enhancing their experience, it is also improving opportunities to cross-sell related products.

“We like to talk about [skincare] rituals, and talk about using more than one product by itself,” she said. “Being able to then give the customer relevant sampling and telling them how to use the products generally happens right at the end of the transaction.

“Because it is such a consultative process, it is very important to keep that connection with the customer. Not having to leave them at that that time is really quite important.”

Because the Vend system is not constrained by proprietary hardware, adding more POS terminals is simply a matter of adding more iPads. Donohue said this has been particularly handy during busier periods, such as VIP shopping nights.

“Now we can just deploy a couple of extra iPad Minis, which are really low cost, and then every team member can be a point-of-sale,” she said. “That efficiency means customers don’t have to line up anymore.”

This flexibility has also enabled Jurlique to take advantage of a warehouse sale opportunity with Westfield that would not have been possible with the old POS system.

“We can roll out extra point of sale into our stores very quickly, and use them in pop-up locations. And we have also been able to put the program into different channels,” she said.

The Vend system has also given Jurlique a more comfortable way to gather customer data, as team members are simply able to hand the iPads to customers to enter personal details such as email addresses.

Moving forward, Donohue said Jurlique is now looking at rolling out Vend globally, including at its Hong Kong concept store, and recently opened concessions at Debenhams in London and Galleries Lafayette in Paris.

“We are using the software in those locations in a concession environment to collect customer data and then to report on sales,” she said.

Ultimately, Donohue believed the deployment is all about the constant quest to improve the customer experience.

“The standard is always quite high, so you really do need to go above and beyond and be less transactional and more about what the customer concerns are,” she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in