Embracing the omnichannel
Established by the visionary Terry de Gunzburg in 1998, By Terry is an international beauty and makeup brand that emphasises radiance and healthy invisible complexion. Such is the success of the brand since its inception over 20 years ago that it has become the leading bespoke ‘couture’ beauty line of made-to-measure cosmetics.
By Terry’s products are now distributed in 20 markets including France, UK and the US and represented by the biggest names in fashion and retail. These include department stores Harrods and Saks Fifth Avenue, specialist chains such as Space NK and Sephora, and prestige online platforms including net-a-porter.com.
Underlining its passion for delivering exceptional customer experiences, By Terry introduced Powder Bars at its many sites in 2018. These see customers consulting with specialist store agents to create bespoke boxes of pressed powders to match their exact – and exacting – palette requirements.
This form of clienteling proved so successful that the high end beauty brand wanted to digitise the process on byterry.com, enabling customers to choose and order customised palettes online via their personal devices. By Terry also wanted to empower its store agents by giving them tablet-based access to the new system to more easily service customers in-store.