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~ Oct8ne ~

that physical stores had offered but in e-commerce. step of offering its products, along with its beauty advisor
customer service, in third-party marketplaces like Primor,
To do this, they have a team of 18 beauty advisors in Spain Perfume’s Club and Douglas.”
who know the brands, products, formulas and philosophy of
each brand so they can satisfy every user’s needs. The team But, on a practical level, how does the beauty advisor
is divided into 12 beauty advisors, trained for multichannel, service work for a customer who enters one of the
and 6 for selective markets, which requires a slightly different websites involved in the project and looks at L’Oreal’s
profile as they manage several brands. products?
Sofia explains that a customer coming to the Primor website,
As a tool to manage this innovative service, they’ve chosen for example, would be assisted by a L’Oreal beauty advisor if
Oct8ne’s chat, SaaS customer service, focused on sales and they clicked on any L’Oreal brand. A message would be sent
exclusive in the market for its visual features, which lets through the Oct8ne chat letting them know they were speaking
them offer a completely personalised shopping experience. with a L’Oreal Paris expert.
They can anticipate customers’ needs, show them products in
real-time and guide them throughout the purchasing process. How is chat use evolving on the web?
Oct8ne also has its own no-code conversational chatbot “We’ve been working with the Oct8ne chat since 2017 when
and integrates the main messaging channels (WhatsApp, we installed it on our website, and then with e-retailers in
Facebook Messenger) into the same panel, each offering the the wake of the pandemic. The chat is the most sought after
visual experience that has always stood out in the market. channel; in 2021, we had 53,000 contacts through the live chat,
an average of 3 conversations per hour per agent, while the
But what really is a beauty advisor? chatbot handled 17,000 requests for help.”
To understand more about this project, Sofia explains how the
beauty advisor project came to be. “The fact that the bot answers so many questions is extremely
helpful and lets beauty advisors have more time to attend
“A beauty advisor is an expert who masters brand knowledge conversations that convert. The bot helps us answer all
and whose main objective is to give advice at the point of frequently asked questions about order status, store hours, etc.
purchase, satisfy needs and create a unique experience for the The chat is really very profitable because the same agent can
consumer. With the arrival of the pandemic, we needed to be attend 3 to 4 conversations at a time on average and offer that
able to offer this unique experience online so consumers who expertise and personalised experience. It also limits response
couldn’t or didn’t want to go to a physical store could benefit times, which is an important factor in the attention they
from the same attention. They could also use a combined provide to the user.”
service, getting advice comfortably from home and then
making the purchase in a physical store.” “The chat is the preferred channel for customer queries,
followed by social media, which is on par with email.”
“We’ve been able to carry out this project thanks to Oct8ne’s
wonderful tool and to Marc and his entire team because they How do you measure chat conversion?
made everything easy for us, and we are very happy.” “Thanks to Oct8ne, we can measure the conversion that comes
from the chat on our website and conversion coming from
Did Oct8ne have to adapt their tool to develop this e-retailers. We can also measure return users or consumers
project? who enter today to do a consultation and make a purchase
Marc Erra tells us that one of the initial ideas when Domingo tomorrow, so the chat provides us with very valuable
Obradors, one of the company’s founders, created Oct8ne was information. The chat also has an anonymity component,
precisely that: at some point, brands could serve on third- which customers really like, apart from allowing for a quick
party websites, like large retailers in physical stores, so why conversation, which is something that everyone is looking for.”
not replicate the same model in the online world? When
L’Oreal explained In terms of
the project to us, we “WE’VE BEEN ABLE TO CARRY OUT THIS implementing
was an idea we’d had PROJECT THANKS TO OCT8NE’S WONDERFUL the project, how
loved it because it
do you distribute
but no one had done TOOL AND TO MARC AND HIS ENTIRE TEAM chats among the
from the beginning,
e-retailers?
BECAUSE THEY MADE EVERYTHING EASY FOR modular”, Marc
it yet. “The system is
“Exactly”, says Marc US, AND WE ARE VERY HAPPY.” ” explains. “Chats
Erra, “L’Oreal was are distributed
the first to take the automatically, thanks

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