Hybris Case Study for Benefit Cosmetics

Benefit is one the leading cosmetics brands in the world. Benefit’s cosmetics have created a global patronage with models, makeup artists, celebrities and rock stars using the company’s products. It was founded in 1976 and become an instantly recognizable name in cosmetics. The cosmetic range started by two twin sisters in a small San Francisco beauty shop gradually moved to a New York City departmental store and later to a posh location in Harrods London. Benefit had already opened stores in Europe, North American and Australia. Today, Benefits Cosmetics are found in 2000 counters in more than 30 countries.

Hybris Case Study

In 2011, the brand entered for the first time the Asian Market. The first hybris ecommerce site was launched in China. The brand launched its online store in China using the hybris software multi-channel commerce suite. In the last 5 years, Benefit Cosmetics is a proven example of successful hybris implementation as the company has been enjoying double-digit profit and Benefit is ranked as the top three beauty brands in the Asian market.

The Challenges

• In China, Chinese customers do not prefer to transact pre-payments. Instead they prefer to pay on delivery of the product. This can either through check or credit card. Also, the return rate for ordered products in the country is high. Also, there is a lack of a proper e-commerce site for Chinese customers.
• When Benefit wanted to launch their products online in China, it was obvious for the company to align their Chinese website with their global business model so as to create a unique branding worldwide and make them stand out from their competitors.
• Another problem faced by Chinese multi-channel businesses is the existence of the grey market or the market for pirated products. The grey market in China is big business. So there was every chance that internationally acclaimed brands like Benefit are highly susceptible to piracy and may produce high sales’ loss. In such a case, leaving the multi-channel platform altogether is considered to be a solution but not a realistic option for those businesses who wish to enjoy strong growth.

The Solution

Hybris consulting companies and hybris partners recommended hybris software for the ecommerce site in China. Infact according to A href=http://www.eperiumindia.com/ecommerce specialists, hybris is the best software for enterprise ecommerce solutions and it tops the list among the top three developers, along with IBM and Oracle. Hybris can be applicable to any company of any size. Hybris provides a multi-channel commerce suite, which focus on individual clients and is applicable to the client’s business all across the globe in many languages, including Simplified Chinese. The best part is that the software is geared towards changes in the market and can be changed as the client company grows. This allows the client’s website to grow alongside the business.

The Results

Hybris software has been able to create a successful e-commerce website for Benefit in China with their global model and all payment features are integrated in the site for the Chinese customers. This, thus, helped in boosting customer satisfaction and keeping Benefit’s products competitive in China’s evolving multichannel commerce market. Very soon, hybris and Benefit will also launch mobile commerce in China.

Sonal is an a href=http://www.eperiumindia.com/ecommerce specialist, helps ecommerce websites in software development, content management and shoring services.