Charlotte Tilbury leverages Google Cloud for data-led customer experience

Charlotte Tilbury
Charlotte Tilbury

Charlotte Tilbury, has deployed Looker, the business intelligence (BI) and analytics platform from Google Cloud, to accelerate its omni-channel growth and further support the customer-centricity and agility of the business.

Charlotte Tilbury has sought to advance its data analytics processes while scaling up its ecommerce platform to meet growing customer needs across channels.

The company has deployed Looker to deliver a unified approach to analytics and reporting that would open up access to real-time, critical data insights across the business, from e-commerce to supply chain and finance.

Charlotte Tilbury is using the analytics platform to build a deeper understanding of customer behaviour, enabling more informed decision-making, and guiding its online strategy to cater to customer demands.

Director of data at Charlotte Tilbury, Dr. Andreas Gertsch Grover said: “It’s an incredibly challenging time for retailers around the world. Now, more than ever, we need to focus, adjust, and invest in technology that will help us navigate the current climate by creating consistently excellent customer experiences across all channels.”

“With the recent spike in online demand, the powerful combination of Looker and Google BigQuery has been critical in enabling us to easily adapt. We now have faster access to reliable, real-time insights that provide informed decision-making, and build trust at this uncertain time.” 

Although, the initial Looker deployment was focused on e-commerce, all Charlotte Tilbury teams are now using Looker including the brand’s physical retail teams to bolster its omni-channel integration.

John O’Keeffe, director of Looker EMEA sales at Google Cloud, commented: “Due to the extremely competitive nature of the industry at the moment, retailers need to do everything they can to make both the online and offline experiences for customers as seamless and engaging as possible – to accelerate digital and omni-channel revenue growth.”

“Retailers looking to innovate and empower should be using data as a digital influence across the whole business to better understand and cater to customers.”

The global luxury makeup and skincare brand has rapidly grown since launching in 2013 and is now available in more than 60 countries via CharlotteTilbury.com and has 550 physical locations.

In June, Spanish beauty and fashion group Puig confirmed the acquisition of a majority stake in the Charlotte Tilbury beauty brand, in a deal which is said to have valued the business at £1bn.