L’Oréal Middle East has declared an uptick of up to 750% across e-commerce sales since 2018, driven by an innovative direct-to-consumer (D2C) e-commerce and e-distribution partnership with Dubai-headquartered CNNB Solutions.
The partnership includes development and optimization of websites, inventory management, marketplace negotiation, stock planning and warehousing, and delivery logistics via key partner Aramex. The successful strategy has been deployed across UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Egypt.
Founded by e-commerce and online shopping experts Charbel Nasr (CN) and Nicolas Bruylants (NB), CNNB Solutions built a bespoke suite of turnkey services for L’Oréal Middle East. It also includes an e-distribution model, where CNNB Solutions purchases inventory from the company, becoming fully invested in maximising online sales. The strategy has paid off, with L’Oréal Middle East also recording an increase in average order value of 12%, a 17.5% improvement in delivery rate and a 235% increase in customer lifetime value (CLV), across the selected brands since the start of the partnership.
Speaking about the growth and success of its D2C e-commerce partnership with CNNB Solutions, Mehdi Moutaoukil, Chief Marketing Officer at L’Oréal Middle East said: “We are always looking for new ways to innovate and serve our consumers in the most efficient way. With growing demand for convenient online shopping, CNNB Solutions has streamlined our approach across the GCC region, putting the consumer experience at the forefront of our strategy. The results have been hugely successful in terms of sales growth and consumer satisfaction, delivering a win-win for our business and stakeholders.”
Discussing the valued partnership, Nicolas Bruylants, CVO and co-founder of CNNB Solutions said: “We have more than 15 years of experience developing home and online shopping platforms in MENA, so we truly understand each country market and its consumers. We’re delighted that our insights, expertise and operations have helped towards the success of L’Oréal Middle East’s D2C e-commerce strategy.”
CNNB Solutions also handles all consumer enquiries and support, while ensuring all stages maintain rigorous L’Oréal standards. This approach has seen tremendous success in terms of consumer satisfaction. The NPS score (net promoter score, which rates the willingness of consumers to recommend a company’s products or services to others) has increased by 15% and consumer retention rate has increased by 21%.
So far, this D2C strategy has been deployed across a range of L’Oréal brands, including L’Oréal Paris, Maybelline New York, Garnier and Kérastase.