Charlotte Tilbury has deployed the Looker business intelligence and analytics platform from Google Cloud to accelerate its omnichannel growth.

The luxury beauty and skincare brand - now available in more than 60 countries online and in 550 physical locations - sought to advance its data analytics processes while scaling up its e-commerce platform to meet growing customer needs across channels.

The company chose Looker to deliver a unified approach to analytics and reporting that would open up access to real-time data insights across the business.

All areas of the company now use Looker, helping Charlotte Tilbury build a deeper understanding of customer behaviour.

“Now, more than ever, we need to focus, adjust, and invest in technology that will help us navigate the current climate by creating consistently excellent customer experiences across all channels," said Andreas Gertsch Grover, director of data at Charlotte Tilbury. "With the recent spike in online demand, the powerful combination of Looker and Google BigQuery has been critical in enabling us to easily adapt.”

While the initial Looker deployment was focused on e-commerce, physical retail teams are now using the system too. This multi-departmental sharing of insights has helped improve efficiencies throughout the company’s supply chain, assisting with stock-shortage notifications and order-volume fluctuations across different geographies.

John O’Keeffe, director of Looker EMEA sales at Google Cloud, commented: “Due to the extremely competitive nature of the industry at the moment, retailers need to do everything they can to make both the online and offline experiences for customers as seamless and engaging as possible – to accelerate digital and omnichannel revenue growth."

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