Avis Easteal, Luxasia

Avis Easteal

Avis Easteal

Regional Head of Consumer, APAC
Luxasia Group of Companies

Singapore


Joining Luxasis in 2016, Avis’s role as regional head of consumer was a first of its kind in the organisation. In her initial stages of tenure, a key focus was training and coaching employees –  including the leadership team –  in what it meant to be customer-centric and the value of customer experience.

Luxasia has been serving affluent Asian consumers in stores for over 30 years representing 140+ luxury, prestige and masstige beauty brands across 15 countries.

Avis has been at the helm of technical, process and cultural change to enhance the customer focus at Luxasis. This has included the launch of “LX21” in late 2017, a five-year transformation programme to change the business to become the leading omnichannel partner for luxury beauty and lifestyle brands in Asia.

As part of LX21, the adoption of new technology has enabled the business to better collect data, measure KPIs and customer satisfaction, automate marketing to match customer journeys, deliver online opportunities and to show the rest of the business insights into consumer behaviours.

Positive results include a new system of daily feedback on performance, a reduction in the time between purchases amongst its customer base, an increase in ACV and NPS scores, while online sales across its 250 brands have enjoyed a huge uptick, leaping 14 times higher than in 2016.

"The major impact I have had is changing the organisation to think of customers, to adapt to their feedback and to listen to concerns. While there is always new staff and countries to teach, our mature countries now have a group of people who consider consumers, adapt their marketing, training and actions to please and serve customers."

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