GUERLAIN – Retail Marketing and Sales Department (19 Points of Sale [POS] – the flagship store, wholly owned boutiques, department stores, beauty salons & spas –  125 people)

An interim management mandate: to optimise and implement a sales and marketing plan that improves turnover and operating income.

Results :

  • Design and implement a business plan for each POS cluster, targeting traffic growth, conversion rate, average spend and sales per customer.

  • Optimise the POS network (closures, relocations, renovations and new openings).

  • Launch the 100% Parfums concept in: boutique Francs Bourgeois, boutique Vendôme, and Printemps Haussmann (1st floor).

  • Optimise the main-line items.

  • Manage an organisational review of 50% of the workforce, to include:

    • rationalising and sizing
    • review of performance management systems
    • introduction of variable-pay structure linked to strategic priorities
    • implementation of mobility and career development plan