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Digital Transformation and Data Culture: A Case Study on Belcorp
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Consumer Goods
- Education
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Time Sensitive Networking
Services
- Training
The Challenge
Belcorp, a Latin American beauty corporation, faced a significant challenge due to the COVID-19 pandemic, economic turmoil, and drastic changes in consumer behavior. The company, which operates in 13 different countries, had to rethink its line of beauty products and business model that had been in place for the past 53 years. The pandemic also posed a challenge to Belcorp's traditional direct selling model, as face-to-face interactions were no longer possible. The company had to quickly adapt to these changes and find a way to continue its operations and maintain its growth. The challenge was not only to survive the crisis but also to take advantage of it and transform the business to become more digital and consumer-centric.
About The Customer
Belcorp is a Latin American beauty corporation with headquarters in Peru and operations in 13 different countries. The company was founded to empower women to become entrepreneurs and now has more than 800,000 independent consultants onboard. Belcorp's business model is based on direct selling, or door-to-door sales, which has been part of the company's backbone since its inception. However, the COVID-19 pandemic and the resulting changes in consumer behavior forced the company to shift much of its face-to-face interactions to a new online model. Despite these challenges, Belcorp was able to maintain its growth and even accelerate its digital transformation.
The Solution
Belcorp responded to the challenge by accelerating its digital transformation. The company used technology as an enabler and people as the core of the strategy. It transformed its consultants into social sellers, beauty advisors, and influencers, and provided them with their own online stores. This new model changed the business logistics and allowed Belcorp to obtain improved insights on how to manage the relationship and customer purchase behaviors. The company also established a Customer Relationship Management team to better understand and manage customer's insights. To support this transformation, Belcorp partnered with Tableau, a data visualization tool, to democratize its data and establish a data culture. The company created a Data Academy to provide its employees with the best analytics development program in the market and empower them to make decisions based on data.
Operational Impact
Quantitative Benefit
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