Benefit increases in-store customer experience monitoring

By

Cassidy Mantor

Published
Jun 27, 2017

Benefit Cosmetics is taking a new approach to monitoring its customer experience in store with the roll out of a new platform its store managers can use to collect instant consumer feedback.

The San Francisco-based cosmetics company is no stranger to using technology to improve its shopping experience. Last August it rolled out a platform called "Mirror Mirror" where it measured consumer satisfaction in 32 stores.

The new platform, announced Tuesday, allows managers to track consumer experience and loyalty by classifying them into one of three categories: Besties, or promoters of the brand; Frenemies, or detractors of the brand; and Wallflowers, who are considered neutral. Benefit's goal is to convert all 'Frenemies' to 'Besties.'

Managers in-store will be able to have visibility into a branded software portal that is called a "Vanity" to track customer sentiment. Store managers will be able to view post-purchase comments and follow up directly with consumers as needed to improve their overall experience with the brand.

Katie Overdevest, Senior Manager of Business Analysis, Benefit Cosmetics explained, "By listening to post-purchase feedback from our customers, we've uncovered insights and empowered store managers to make tangible improvements and connect directly" with customers.

Managers will be able to log in up to ten times a day to view comments. They will be able to track consumer feedback and take appropriate action even once the consumer has left the store.

Currently the new platform is being implemented in 32 Benefit boutiques. The focus is ease of use for store managers who will be the most integral players in the strategy. The company plans to expand the program to quantify financial impact and customer loyalty going forward.