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Chalhoub Group & Daxium: A partnership to accelerate further empowerment of frontliners through digitalization

 Chalhoub Group & Daxium 
A partnership to accelerate further empowerment of frontliners through digitalization 

Daxium is a software provider that helps support the success of retailers and distributors by enabling data flow and 2-way communication between the store locations and the back-office teams. We equip beauty advisors, store managers, trainers, merchandisers, sales reps, technicians, auditors and others with cloud based mobile applications to digitalize the day to day work and help provide better customer experiences. 
The turnkey approach combined with the possibility to be integrated with the main ERPs gives a competitive advantage to our customers. We operate across Europe, Middle East, and Asia Pacific with respective hubs in Paris, Dubai and soon Singapore. Daxium has won 10 awards for its innovative technologies and successful project implementations. Visit our website and contact us for more 
Tom Crépin – General Manager – MEA & APAC markets 
+971 56 826 5276 – 
Astrolabs Office (Google Hub), Cluster R, JLT, Dubai. 

Chalhoub Group is the leading partner for luxury across the Middle East since 1955. As an expert in retail, distribution and marketing services based in Dubai, the Group has become a major player in the beauty, fashion and gift sectors regionally. By blending its Middle East expertise and intimate knowledge of luxury, Chalhoub Group has been building successful brands in the region, by offering service excellence to all its partners and a unique experience to its customers. The Group is moving fast from a traditional distributor and retailer for luxury in the Middle East to a hybrid retailer bringing luxury experiences to the fingertips of customers everywhere. By being committed to implementing further sustainable practices into their business, Chalhoub Group was awarded in 2019, for the seventh consecutive year, the CSR Label from the Dubai Chamber of Commerce. The Group is a member of the United Nations Global Compact Community since 2014 and signatory of the Women's Empowerment Principles (WEP). 

The Chalhoub Group Beauty Vertical has operations not only in retail but also in distribution. In the Middle East, the Group is responsible for the distribution of many luxury beauty brands towards major retailers and manages brand specialist beauty advisors to delight customers in these locations. 
Chalhoub Group implemented Salesforce CRM for its Beauty brands. We were looking for a way for their beauty advisors, working across multiple stores, locations and countries to be able to leverage the power of customer data, creating meaningful clienteling moments whilst also help staying in touch with the back-office. The Group decided to partner with Daxium, a French tech start-up focused on building cloud-based solutions for retailers and distributors. This was done after numerous reviews and discussions allowing the implantation of a powerful mobile application for their Beauty advisors.  
The solution for example enables data capture and logging sales transactions which feed into the Salesforce CRM system. Furthermore it helps further improve the sales teams’ productivity by enhancing their ability to execute daily tasks such as attendance sheet management, planograms, maintenance issues reporting, stock alerts, documents sharing amongst others.  
Information from the field is exchanged and compiled in real time between the store locations and the back-office to react efficiently to the ground needs. In the foreseeable future this will also be useful in strategic planning once the required amount of data has been gathered.  
Chalhoub Group’s vision is to become a hybrid retailer, bringing luxury experiences to the fingertips of customers everywhere hence through their preferred channels whether online or offline. Personalized service or being able to anticipate customer needs relies on excellent data management. You cannot delight your customers without a deep understanding of their behaviors and needs. Everything else needs to follow that – and building the golden record of the customer has been a cornerstone of the Beauty Vertical’s 3 year strategy that kicked-off in 2018. The Beauty Vertical of the Group wanted to better understand its own customers in order to be able to better serve them – for them it all needed to come together: what a customer bought at a retailer counter, in a boutique or online via e-commerce website. The ultimate experience for a customer is to be able to move across channels and find what is right for 
them at the right moment. Building the right customer journeys are complex undertakings that rely heavily on analyzing the reconciliated online and offline data.  

The main challenge for this project came from two places. First and foremost the size and sheer complexity of Chalhoub Group’s presence in the beauty market across the region: locations, brands, frontline team. Secondly, we needed to find a way to integrate the existing systems with Daxium solution to bring out the best possible user experience for the frontline teams. Finding the right approach needed a thorough analysis and close coordination between different stakeholders – as we wanted for example to build a solution where major manual maintenance efforts or database updates can be mostly avoided.  
The first beauty stores in the UAE have gone live after experiencing some delay due to COVID-19. A roll out plan for 2020 of over 15 major beauty brands across the Middle East is already actioned, and we are hopeful that our collaboration will grow further. There is much value to be created together in this partnership.  

Quote Daxium: “Daxium has created one of the most advanced 360 retail apps existing in the Middle East communicating with SAP HRMS, Oracle and Salesforce at the same time. An innovation which opens great opportunities and gives a competitive advantage to our client Chalhoub Group”  
Tom Crépin, Daxium. 
Quote Chalhoub: “We have worked in close collaboration with Daxium, Salesforce, our brands and the internal teams to make this vision become step by step a reality. We could not have achieved our project deliverables without the tremendous flexible support and rolled-up sleeve mentality demonstrated by the Daxium team. This was not an easy project and big credit should go to our expert project manager, our CRM team lead and some of our supporting colleagues in our IT division for making it happen” 
Kristof Lukovich, Head of Digital for Beauty, Chalhoub Group 

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