Skins: New store and loyalty program with Shopware 6

About Skins

Skins, the premier destination for exclusive beauty products and perfumes, offers a rich selection of unique brands. As a leading company in niche cosmetics with 24 boutiques and a successful e-boutique, Skins aims to provide its customers with an unforgettable experience both offline and online. Strix, as Skins' digital partner, is responsible for the realization of the e-commerce platform and the online translation of the offline experience. A Shopware B2C webshop has been developed to reflect the atmosphere, service, and ambiance of the physical stores online.

The challenge

The cosmetic brand Skins aims to revolutionize the Dutch beauty market, by selling exclusive products from niche global brands. To achieve this, the company wanted to rebuild and modernize its ecommerce platform. It must create a cohesive omnichannel experience that aligns online and offline customer journeys. The ecommerce operations also needed to be simplified using a scalable platform and solution.

In addition to that, Skins wanted to build its community and grow its customer base. For this, the company needed a loyalty program to reward non-transactional customer behaviours and increase member engagement.

"Creating a seamless omnichannel experience that aligns with our brand identity was essential to strengthen customer loyalty and engagement." - Robin Bosschaert, Skins Digital Commerce Manager

Shopware 6 as a solution

The new Skins online shop also integrates Paazl for omnichannel delivery options. To improve the store’s performance, it was also migrated to Hipex’s specialized Shopware hosting. This allowed for faster loading times, directly impacting the time users spend on the site and conversions as a result.

Skins Inclusive: retention through reward

Skins also used the upgrade to Shopware 6 to introduce a new loyalty program: Skins Inclusive. The ecommerce solution integrates with the TritonX CRM system, to collect omnichannel customer data. Using this information, Skins can then further personalize its website content and optimize the store with the individual user in mind.

Furthermore, the program means customers also get rewards for repeat purchases and engagement-driven behaviours, like writing product reviews and answering monthly questions. As a result, Skins saw 20-fold increase in product reviews in just one year. The loyalty program was so successful, it accumulated more than 60,000 members in just 12 months. Through this, the company strengthened its customer loyalty and built a community.

A successful partnership with Strix

The digital partner Strix supported Skins in a variety of its projects. The agency helped the company build a new store that reflects its atmosphere and values. New features were also introduced to optimize user experience and simplify content management. Moreover, Strix provided technical support for the launch of Skins Inclusive as well. The close collaboration between the two parties ensured that customers get personalized shopping experiences and can engage with the brand whether offline or online.

Outlook: What’s next?

The launch of the new store and loyalty program opens the doors for new heights at Skins. The company plans to continue working with Strix to further develop the Skins Inclusive loyalty program, and add further new Shopware functionalities to optimize the shop.

"Through Shopware 6, we established a robust foundation for growth, achieving 60,000 loyalty members and 20x more product reviews within a year." - Robin Bosschaert, Skins Digital Commerce Manager