Grupo Boticário needed to stand out through shopping experiences, foster consumer identification with its products and beauty rituals, and increase conversion in strategic product categories. All of this had to be achieved without losing sight of the technical and operational feasibility of the stores, and with a strong focus on preparing the sales force to consistently and at scale deliver journeys that truly make sense — both for those who buy and for those who sell. Grupo Boticário needed to stand out through shopping experiences, foster consumer identification with its products and beauty rituals, and increase conversion in strategic product categories. All of this had to be achieved without losing sight of the technical and operational feasibility of the stores, and with a strong focus on preparing the sales force to consistently and at scale deliver journeys that truly make sense — both for those who buy and for those who sell.
Design moments of delight throughout the in-store shopping journey at O Boticário, taking into account the customer profile and their intent when beginning their journey in the store.
No One developed a service system driven by experience drivers that enables sales consultants to identify the customer’s purchase intent upon entering the store through simple steps of observation and interaction. Based on this insight, the service is tailored to help the customer explore the store's possibilities in the way that best suits their intent.
For each driver or purchase intent, experience peaks were designed along the in-store journey that positively impacted conversion rates. Real-time monitoring of each experience peak’s performance during the pilot allowed for fast and informed iterations. Each peak was also detailed across technical, operational, and relational layers within the store.
Designing an experience also means designing the architecture of choice. Even when customers enter the store with a specific intent or driver, the experience peaks were crafted to encourage them to expand that intent throughout the journey — creating triggers that invite them to discover products, categories, and services that weren’t initially on their radar, while strengthening the connection between consultants and customers.
