With consumers expecting seamless, flexible shopping journeys that are consistent across all platforms, brands are reimagining retail touchpoints that cater to both online convenience and in-store charm.
In 2015, as omnichannel strategies gained momentum, actual data statistics revealed that brands with a functional omnichannel presence retained 89% of their customers, which was a near impossibility for conventional or even multichannel strategies to achieve.
Observing the success of omnichannel strategies and the growing enthusiasm of customers towards a fluid shopping process, L’Occitane en Provence, one of the leading French skincare and beauty brands rooted in natural ingredients, has adopted this brick-and-click beauty retail transformation with quiet innovation and a thoughtful ‘Click-and-Collect’ strategy.
With net sales reaching $ 2,541.9 million in FY 2024, up from $ 2,134.7 million in 2023, the role of omnichannel in their success story cannot be overstated.
In this case study, we will explore how L’Occitane’s omnichannel strategy leveraged click-and-collect to enhance their omnichannel vision, streamline experiences, and bring beauty retail closer to customers wherever they are.
What is Click-and-Collect?
A form of brick-and-click beauty retail, also known as BOPIS (Buy Online Pick-up In Store), Click-and-Collect allows customers to purchase products online and pick them up at a physical store. The process involves,
- choosing products online,
- selecting the Click-and-Collect option at check-out,
- selecting a store location and pick-up time,
- receiving order confirmation after online payment and
- picking it up at the chosen store to complete the purchase process.
Statistics indicate that Click-and-Collect is the third most popular fulfilment method, with 77% of customers, mostly millennials, opting for it so they can see the product in person before taking it home. What’s also fascinating is that 25.4% Click-and-Collect users prefer pick-up lockers or kiosks to collect their orders. (Ref)
L’Occitane’s Omnichannel Vision
Infusing omnichannel in beauty retail, L’Occitane’s click-and-collect model wasn’t just a logistical upgrade; it was an extension of its core value- a deeply sensory, customer-first, convenience-based experience.
The brand’s mission to connect authentically with consumers led to investments in platforms that integrate digital and physical retail. Whether browsing online or walking into a boutique, customers are met with the same warmth, expertise and product personalization. The company’s omnichannel focus ensures that technology is not a barrier, but a bridge.
How L’Occitane Implements Click-and-Collect
L’Occitane’s omnichannel strategy with click-and-collect is as elegant as its packaging.
- User-Friendly Digital Interface: Whether on desktops or smartphones, L’Occitane’s site allows seamless selection of click-and-collect as a fulfilment method. Customers can easily check product availability in nearby stores in real time.
- Real-Time Inventory & Coordination: Behind the scenes, robust systems sync warehouse and in-store stock, minimizing cancellations or delays. Fulfilment updates are automatically shared with customers via SMS or email.
- In-Store Experience Enhancements: When customers arrive for pickup, they’re often greeted by consultants offering skincare tips, curated samples or information on new product lines; turning a transaction into an engagement moment.
Benefits for L’Occitane
Click-and-collect has been a pivotal strategy for L’Occitane with key benefits including,
- Increased Foot Traffic – What starts as online traffic, converts into in-store foot-fall and product discovery. Many customers visiting the store to collect their orders end up exploring other items, helping drive in-store discovery and trial. In a study conducted by Bell & Howell, 49% customers were likely to buy other items while collecting their orders in store.
- Cross-Selling Opportunities – Store associates use pickups as touchpoints to recommend complementary products, boosting average order value.
- Strengthened Loyalty – Customers value the flexibility and thoughtful touches, reinforcing emotional connection with the brand.
- Reduced Shipping and Lowered Returns – Click-and-Collect helped reduce shipping burden (e.g. Last Mile Delivery) on the brand, thereby saving costs. Collecting in-store also reduced returns dramatically.
L’Occitane’s Omnichannel Retail Benefits for Customers
For the modern fast-paced consumers, time is currency. L’Occitane’s omnichannel strategy with click-and-collect has thus benefited customers with,
- Convenience Matched with Speed – Click-and-Collect is an in-store shopping experience from the comfort of your personal space. It eliminates the need for long hours of product discovery and checkout aisles at the store.
- No Long Waits for Online Delivery – With Click-and-collect, orders are usually ready within 4 hours. This eliminates long delivery wait times as well as costs associated with online purchases.
- Safety Net for FOMO Shoppers – Worried about favourite products selling out in-store? FOMO shoppers can secure their favourites with Click-and-Collect; buy online, try and pick-up at the store.
- Environmentally Responsible – Click-and-collect is an antidote to package waste, making it an environmentally responsible form of fulfilment than Gen Z and Millennials prefer.
- Personalized Recommendations – In-store staff can use past purchase data and seasonal trends to suggest new items, making pickups feel curated.
Omnichannel Rollout Challenges – L’Occitane’s Remedy
Implementing an omnichannel experience at scale isn’t without hurdles. However, with the vision of using digital channels in conjunction with physical ones to foster strong and lasting customer relationships, L’Occitane has embraced high-tech integrations and strategic partnerships to deliver a seamless, customer-centric omnichannel experience.
Some of the core strategies for removing omnichannel roadblocks included,
- Logistical Coordination – Syncing online orders with in-store stock requires powerful backend systems. L’Occitane invested in ERP upgrades and API integrations to improve inventory visibility.
- Optimum Staffing and Training – Staffing is a challenge in Click-and-Collect fulfilment, given that orders can come in hundreds per day, and they need to be ready for pick-up within 4 to 24 hours. This calls for ample staffing with associated costs. L’Occitane managed this hurdle by optimizing staff and training associates not only on systems but on delivering warm, efficient interactions during pickups. The brand emphasized hospitality as much as efficiency.
- Consistent Inventory Updates – A central inventory system was introduced to prevent mismatches and to automate low-stock alerts, ensuring smoother fulfilment.
Key Takeaways from L’Occitane’s Click-and-Collect Success
L’Occitane’s omnichannel retail strategy, with its click-and-collect success, has set benchmarks for other beauty and skincare brands to pursue. The model primarily exemplified,
- Building systems that blend experience with convenience
- Using click-and-collect as a moment to deepen customer engagement; not just deliver a product
- Designing touchpoints to reflect a brand’s emotional promise and create value beyond transactions
The brand’s Click-and-Collect also made sustainability a part of its process by offering eco-friendly pickup bags, minimal packaging and encouraging customers to bring empties for recycling; all of which enhanced brand satisfaction by promoting guilt-free shopping.
Omnichannel In Beauty Retail: L’Occitane’s Future Outlook
As the second largest beauty and skin care brand in France after Yves Roscher, L’Occitane is already looking ahead with their omnichannel strategies zeroing in on hybrid models with superior tech integrations.
Factors to look out for include,
- Location / Demand-Based Stocking with AI & Predictive Logistics – By analyzing customer behaviour, the brand aims to pre-stock popular products in certain stores, cutting delivery times further.
- Expanded Services – Same-day delivery and curbside pickup pilots are being tested in urban hubs, allowing customers even more control.
- Digital-Physical Fusion – Future stores may offer virtual consultations prior to pick-up, or AR-enabled product previews, deepening the experiential side of commerce.
Brick-and-Click Retail – Final Thoughts
L’Occitane’s omnichannel strategy with click-and-collect is more than a fulfilment solution. It’s a retail evolution. By merging its heritage of sensory-rich shopping with digital precision, the brand has crafted a seamless, customer-first experience that others in the industry can learn from.
As beauty retail continues its shift toward personalization, sustainability and hybrid convenience, L’Occitane’s omnichannel journey stands as an example of innovation done right.
