IBM empowering Shiseido Beauty Consultants with mobile platform

IBM has announced its collaboration with global cosmetics manufacturer Shiseido Co. Ltd. to provide its nearly 10,000 Beauty Consultants in Japan with mobile apps designed to provide new customer services, customer-centric product improvements and social innovations.

Shiseido Group, headquartered in Japan, manages businesses with operations in 89 countries and regions in Europe, the Americas and Asia. It selected the IBM MobileFirst Platform to develop and secure an enterprise app for its "Beauty Tablet." The mobile app built on the IBM MobileFirst Platform has multiple modules and increasing capabilities for internal operations. Integrated to Shiseido's back-end systems, this app is a Beauty Consultant's one-stop mobile solution for communications, scheduling, reporting and other tasks that increase productivity.

One module in the app creates a virtual community for Beauty Consultants to learn from each other. By sharing photos, tips and tricks, and commenting on each other's work, Beauty Consultants across Japan can build a greater sense of pride and teamwork, the company said. Social data analytics identify best practices and incorporate knowledge and know-how into future training and helps raise the bar for building consistent service and skills among Beauty Consultants.

"We are marking the 80th anniversary of the Shiseido Beauty Consultant — a role that continues to transform the relationship between the customer and our products. With new mobile apps, Shiseido Beauty Consultants continue to engage customers with 'Omotenashi' (the Japanese spirit hospitality) to differentiate the Shiseido customer experience," said Chikako Sekine, corporate executive officer, Shiseido Co. Ltd., in the announcement. "IBM is a valuable partner, supporting our company's long-term vision to continuously enhance our brand value and drive growth and leadership in the global beauty industry."

Since deploying the Beauty Tablet in 2013, Shiseido said it continues to support Beauty Consultants in Japan with the latest mobile enterprise use cases. The IBM MobileFirst Platform enables Shiseido to continue to provide Beauty Consultants with access to new services and allows them to incorporate feedback into future product innovation and increase collaboration.

"With more consumers expecting personalized experiences across every channel, brands must empower their salespeople with the tools and insight to provide greater customer service," said Phil Buckellew, vice president, enterprise mobile, IBM. "IBM's partnership with Shiseido will help maximize and accelerate its mobile strategies to drive greater brand differentiation and higher levels of engagement." 


Topics: Assisted Selling, Employee Training, Technology


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