Beauty. Yves Rocher pushes digital boundaries
From partnerships with marketplaces, focus on e-commerce growth, acceleration in social selling to considerations for physical stores, Yves Rocher is reviewing fundamentals. Mind Retail shares the 2020 business results for the brand, and explores the challenges.
For Europe and international sales, the Yves Rocher cosmetics retailer (with fully-owned subsidiaries in 25 countries) is continuing transformation to a digital business. Sales were significantly disrupted in 2020, but a robust trading model built around channels ensured stability. “Our specificity at Yves Rocher is that we have always been omnichannel,” said Alexandre Rubin, Chief Executive Officer of Yves Rocher in France. “We have a well-established omnichannel D.N.A., based on a mail order, physical stores and strong e-commerce. We allow each country to select and run their own partners and channels. We don’t have a rigid rule that says “deploy the same model everywhere”. In 2020, store closures due to Covid-19 caused great difficulty, only partly balanced by new revenue from e-commerce.
