Thanks to Business Next for the coverage. L’OCCITANE integrates online and offline data through the Omnichat solution, driving three major changes in membership management and upgrading its official LINE account from a push notification tool to a core platform for membership management and customer relations.
Competition among beauty brands is no longer just about products or promotional discounts; it’s about who can provide a better service experience to retain customers.
This April, L’OCCITANE en Provence celebrated its 50th anniversary by hosting brand events at five designated counters across Taiwan, attracting nearly 10,000 consumers. Of those, 54% became new subscribers of the brand’s official LINE account after participating, and 80% completed brand membership registration. Through ongoing interaction and communication, L’OCCITANE converted this short-term event traffic into long-term customer relationships, driving 20% year-over-year growth in overall customer acquisition that month.
Behind this impressive performance is L’OCCITANE’s transformation in membership management. Through the Omnichat solution, the brand integrates online and offline membership data to map out customer interaction trajectories comprehensively. It has also introduced innovative designs, such as personalised LINE official account rich menus and a visualised member centre, to deliver personalised communication and services based on a member’s identity, consumption history, and needs. This ensures events don’t just drive one-time brand exposure and foot traffic, but convert customer attention into long-term membership relationships. Breaking the myth that beauty brands only use LINE as a mass messaging tool, this upgrade turns LINE into a core platform for deepening customer relationships.
Breaking Through Data Integration Bottlenecks: The First Step to Personalised Services
Chief Information Officer, APAC of L’OCCITANE Group, Terrence Siu, notes that consumer expectations for beauty brands have risen in recent years. Consumers want brands to truly understand their needs and provide the right products, messages, and services at the right time. A complete, high-quality database is key to implementing this “customer-oriented” communication model.
Previously, L’OCCITANE’s operational bases across the Asia-Pacific region used different communication channels and MarTech tools. Data from store POS systems, brand websites, membership systems, and social interactions were scattered and difficult to integrate. This made it difficult for the brand to map the customer journey fully and became the biggest bottleneck to promoting personalised marketing and an OMO (Online Merge Offline) omnichannel strategy. Consequently, L’OCCITANE decided to implement the Omnichat solution across the APAC region to connect this scattered data and build a cohesive membership management architecture.
“We hope to shift from indiscriminate messaging to truly personalised, in-depth management,” Terrence stated. Through data integration, the brand can provide precise, personalised content based on member profiles, purchase records, and interaction histories. By connecting online and offline touchpoints, customers can enjoy consistent membership benefits and brand experiences whether they order on the website or walk into a physical store.
Brand Consistency: Establishing a Unified Digital Storefront and Communication Standard
As part of L’OCCITANE’s APAC digital transformation roadmap, the Omnichat solution saw rapid adoption among early pilot markets, progressing from initial implementation to full live deployment in roughly three months. With close collaboration and rapid system integration, the team quickly applied membership data to daily communications and personalised services. This brought three major changes to L’OCCITANE Taiwan’s membership management.
The first change is unifying the brand’s external communication storefront to create a consistent customer service experience. Joyce Chao, General Manager of L’OCCITANE Taiwan, stated that previously, all 48 stores managed their own LINE accounts. Message content and interfaces lacked a consistent standard, making it difficult to turn store customers into unified digital assets for the brand.
Now, through the Omnichat platform, all stores are integrated under a single official brand account. External communications are uniformly managed to ensure consistency in brand image, service processes, and member experiences. Customers simply link their most-visited store to receive exclusive messages and one-on-one remote care from store consultants. Even if front-line personnel change, the customer’s purchase records, product preferences, and interaction tags are preserved, ensuring uninterrupted personalised service.
Channel Integration: Providing a Seamless OMO Experience through LINE
The second change is breaking down silos between different channels to move toward true OMO omnichannel management.
Joyce pointed out that in the past, the brand’s official website and physical stores operated independently in a “point-to-point” model. Stores served only walk-in customers, and the website served only online members. Even when dealing with the same consumers, it was difficult to connect their interactions. However, from the brand’s perspective, consumers are simply choosing different ways to shop; they are all L’OCCITANE customers and shouldn’t be segmented by channel.
L’OCCITANE now integrates member data across all channels to build a complete customer journey. For example, by pushing messages like product samples and coupons via LINE, the brand guides online members to visit physical stores. This lets the brand track the entire journey from receiving the message to completing a purchase, optimising membership strategies along the way.
Additionally, store consultants can continue interacting with customers via LINE after they leave the store. By understanding skincare needs and repurchase cycles, consultants can proactively invite customers back to try new products or claim samples, shifting from passively waiting for customers to return.
Turning Social Interactions Across the Meta Ecosystem
Partnering with Omnichat and Meta, L’OCCITANE unified its customer service, beauty advisors, and marketing communication through the Meta Business Platform. All teams could now serve customers from a single dashboard — ensuring that no matter where the conversation started (Facebook, Instagram, or WhatsApp), it continued seamlessly.
L’OCCITANE embedded QR codes and chat entry points across its website, social ads, and email newsletters. When customers scanned the QR code, they were greeted with an automated WhatsApp message—a friendly message that reflected the same warmth as walking into a L’OCCITANE boutique.
From there, beauty hosts could personally chat with visitors, answer questions, or guide them to nearby stores. Both the customer service team and beauty advisors used the same Omnichat dashboard, and the experience stayed seamless across all touchpoints. To drive new audiences, L’OCCITANE also ran Meta ad campaigns that led users directly into WhatsApp conversations. These targeted promotions — like sample offers and skincare consultations — reached people who matched the brand’s ideal customer profile.
“By using WhatsApp as a unified touchpoint, we can move customers smoothly from online discovery to in-store engagement without losing context. Everyone — from our beauty hosts to customer service — now works on the same platform, thanks to Omnichat. This means customers enjoy the same friendly, personalised experience wherever they interact with us, be it on Facebook, Instagram, or WhatsApp,” said Terrence Siu, Chief Information Officer, APAC at L’OCCITANE.
Communication Personalisation: Interacting at the Best Timing
The third change brought by data integration is delivering the most suitable content and services at the right time, based on each customer’s tags, consumption behaviour, and interaction records.
L’OCCITANE has implemented automated member journeys based on the customer’s current lifecycle stage (e.g., new members, first-time buyers, or exclusive VIP discounts). By tracking the repurchase cycle of beauty products, these automated journeys accurately remind customers to restock at the right time. This ensures every communication is need-based, transforming messages from interruptions into value-added services.
This strategy has yielded direct results. During this year’s “714” promotional campaign on the official website, automated cart abandonment reminders resulted in a 15% conversion rate and a Return on Ad Spend (ROAS) of 813x. Furthermore, LINE account-binding coupon redemptions grew about 5x compared to the same period last year, with nearly 68% of redeemers being new customers, directly driving over NT$7 million in revenue.
Personalisation also extends to the user interface. Omnichat created personalised rich menus and a visualised member centre. Depending on a member’s tier, the LINE official account homepage displays different content, alongside multi-channel activity information. A visual progress bar lets members see their current tier, accumulated points, and how far they are from an upgrade, encouraging them to revisit and purchase.
“L’OCCITANE positions LINE as a platform for customer relationship management,” Joyce said. The brand aims to provide warm, touching service experiences through LINE, building trust so that the relationship extends beyond the transaction into the customer’s ongoing skincare journey.
Omnichat CEO Alan Chan summarised, “The L’OCCITANE case shows that membership management is shifting from ‘reaching customers’ to ‘understanding customers.’ When a brand connects online and offline member data across different scenarios, it can grasp the complete customer journey. True omnichannel isn’t just about grouping channels; it’s about ensuring customers get a consistent and continuous experience wherever they interact with the brand, ultimately creating a win-win for customer loyalty and business growth.
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