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Shiseido – Digital Transformation Drives Full-link User Operation Upgrade
Facing the trend of digital consumption, Shiseido launched a comprehensive digital transformation, reconstructing the operation system centered on users, and achieving quality and efficiency improvement of brand growth. The core measure was to build an “omni-channel data middle platform”, integrating user data from multiple channels such as online e-commerce platforms, offline counters, and brand mini-programs, establishing a unified user profile to achieve accurate insight into user needs. Based on the data middle platform, Shiseido optimized the full user journey experience: online launching an AI intelligent skin diagnosis tool, allowing users to obtain personalized skincare plans and product recommendations by uploading photos; offline counters equipped with digital devices to achieve seamless connection between online booking and offline experience, and users could query nearby stores and book beauty consultation services through the mini-program.
In terms of marketing, Shiseido achieved accurate reach through digital tools: pushing personalized marketing content and coupons according to user profiles to improve conversion efficiency; using digital content forms such as live broadcasts and short videos to carry out online beauty tutorials, new product launches and other activities to enhance user interaction. In addition, the brand optimized the digital management of the supply chain, realizing accurate inventory allocation through big data prediction of market demand, and reducing operating costs. Through comprehensive digital transformation, Shiseido achieved in-depth integration of online and offline, improving the efficiency of user operations and brand competitiveness, and providing a reference model for the digital upgrading of traditional beauty brands.