The Moodies
Best Use of Digital to an Internal Audience
Brand Winner
Shiseido Travel Retail – Engaging the Retail Excellence & Beauty Consultant community
With the impact of the COVID-19 pandemic continuing to affect travel, shopper habits and face-to-face communications in 2021, Shiseido Travel Retail faced a challenge in maintaining the level of connectivity, motivation and training among Retail & Education teams and the Beauty Consultant community. In response, the brand owner upskilled and built a globally connected community through an annual campaign that underlined digital innovation and a ‘People First’ commitment. The campaign was shaped by two key activities: Shiseido Travel Retail’s first-ever Virtual Retail Excellence Seminar and evolving the Shiseido Travel Retail Share App.
Booasting employee engagement at Shiseido Travel Retail through learning and shared experiences
The aim was to engage and transform the Retail Excellence and BC teams in the ‘Next Normal’, continuously realise an ‘Omotenashi’ consumer experience, share best practices virtually and equip teams with tools and knowledge to deliver new experiences. The Seminar featured branded booths, interactive live presentations and engagement sessions. The Share App was introduced to all key travel regions, offered e-learning capabilities and incentivised participants through a recognition programme. The positive results included increased participation in the Seminar compared to previous editions; more departments from around the world could attend; Travel Retail Japan joined for the first time; and 96% of participants said they were satisfied with the event. Among employees, 92% found the Share App helpful, worldwide engagement increased and most users now log in at least once a week.
The Moodie Davitt eZine The Moodies 2021
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