Charlotte Tilbury announces new partnership

UK luxury cosmetics brand, Charlotte Tilbury, has deployed Looker, a business intelligence and analytics platform from Google Cloud to help accelerate its omnichannel growth.

According to an article by Cosmetics Business, the already-renowned, rapidly growing business sought to advance its current data analytics processes, while scaling up its ecommerce platform to meet the growing needs of customers across multiple channels.

Now, all areas of the company are using Looker. This is expected to assist the brand in building a deeper understanding of customer behaviour, in turn enabling more informed decision-making, while guiding its online strategy to better serve consumer demands.

"It's an incredibly challenging time for retailers around the world,” Charlotte Tilbury director of data, Dr. Andreas Gertsch Grover, said. “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.”

While the initial Looker deployment merely focused on ecommerce, all Charlotte Tilbury teams are now using the platform, including physical retail teams. This is expected to bolster the business’ omnichannel integration.

Additionally, this multi-departmental sharing of data and insights is ideal for improving efficiencies throughout the company’s supply chain, assisting with stock-shortage notifications and order-volume fluctuations across multiple locations.