Markwins Beauty Brands redesigns its digital business processes with Liferay

The company focuses on innovation to enhance and personalize its customer relations. With the support of Sintra and Liferay, Markwins Beauty Brands accelerates its digital transformation

Milan, 23rd June 2021Markwins Beauty Brands, a world leader in the beauty and cosmetics space, has chosen the Liferay platform to redesign the way it communicates with its customers, with the goal of increasing personalization, collaboration, sharing and timeliness.

Markwins Beauty Brands has always been a company with a strong vocation for Internationalization, constantly growing on a strong digital drive. For this reason, it approached the challenge arisen during the pandemic turning it into an opportunity to improve business processes, with the aim of simplifying interactions with customers and making them more immediate.

"We tried to imagine how to further strengthen the company's technology structure to better integrate it with our business," says Giuseppe Tartaglia, VP Controlling, Business Planning & Innovation at Markwins Beauty Brands International. "We acknowledged and listened to the indications coming from our customers in terms of efficiency in order management and real time visibility of purchases, with a desire to simplify business relations and have a more direct and natural interaction."

Equally important for the company was the need to leverage the talent of professionals working in given internal units, including sales and customer service, shifting their focus to activities with higher added value. In this sense, there was a desire to invest in increasing the efficiency of the order management process, providing employees with a modern, intuitive and user-friendly technological tool that could redesign the way they work, transforming daily and routine tasks into a new, more dynamic reality.

The project involved stakeholders from sales, marketing, customer service and demand planning departments and consisted in the analysis of the company's current internal processes to identify the most appropriate platform to satisfy, with a single solution, the needs of all departments.

"We will collect and manage our customers' orders directly online through Liferay’s B2B platform where our rich and interactive product catalog can be consulted quickly and intuitively thus allowing us to digitize the shopping experience," adds Giuseppe Tartaglia. "Relying on Liferay will give us the opportunity to combine our desire to adopt a premium solution with a simple and intuitive tool, providing a rich digital shopping experience for the customer and fulfilling the requests of our employees."

The project has been defined in close collaboration with Sintra, the partner who has played a key role in identifying the right platform and has managed its customization and implementation based on customer needs, thus creating a unique product.

"We have been very pleased to collaborate with Markwins Beauty Brands and Liferay in such an innovative project, for the company and its customers," says Michele Barbagli, CEO of Sintra Consulting. "Creating a new portal to offer new digital services is an important step; together we analyzed and developed a powerful and flexible platform, really focusing on customers and their needs."

"We are very proud of the feedback we received from a company such as Markwins Beauty Brands and to have been able to support them, not only in meeting their customer needs, but anticipating them, with an agile and flexible platform," says Dario Andreottola, Commerce Business Development Manager at Liferay Italy. "Pandemic has further highlighted the increasing importance of relationship processes to support business. And the excellent collaboration with Sintra has allowed us to develop a highly technological and customized project to transform relationships, without forgetting effectiveness and efficiency."

"What immediately struck us about Liferay and Sintra was their ability to integrate a highly technological product with a forward-looking digital vision. The excellent harmony between the two companies made us immediately feel part of a common project," Tartaglia concludes. "The synergy that was created between the teams allowed us to bring digital innovation to our company and, at the same time, to gather ideas for future evolutions deriving from the use of new technologies and ways of working."

The project was officially launched last April. Markwins Beauty Brands' will ask the direct involvement of a pool of customers who will be given the opportunity to preview the platform, provide key feedback and enable the company to fine-tune the solution in anticipation of the official go-live, next fall.

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Ilaria Sanvito
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