Aesop: eCommerce and CX Transformation

 
 

  • Challenge: Grow the digital capability of a brand-conscious luxury business.

  • Action: Onsite talent partnership and advisory service.

  • Result: Eleven digital hires; a new approach to sourcing tech talent.

 
 
 

Challenge

Aesop is a global luxury skincare brand that spent two decades nurturing a cult following. They were embarking on a digital transformation, taking their unique brand and in-store experience online.

They required a digital talent partner to be an extension of the internal HR team. Due to the business's unique culture, they were particularly keen to embed the talent team into their office environment.

The HR team's inbound talent strategy did not work for a niche audience that typically didn't sit within their cult following.

More importantly, Aesop needed to hire ten roles in 3 months over the Christmas period, having been unable to do so in the six months before this. As part of the internalisation of digital capability, Aesop was decoupling from its US-based agency with a hard stop finish. Pony Express had to hire these roles to ensure a successful transition.

Action

  • Pony Express commenced an initial 3-month engagement, committing 20 hours per week, with one day spent in the Aesop Head Office in Collingwood. Aesop extended our contract by four months (7-month total engagement).

  • A proactive outbound strategy replaced passive inbound. (market mapping and direct candidate approaches instead of relying on advertising/applications).

  • Created a compelling narrative around their Digital Transformation and amplified this to the talent market

  • We evaluated all direct ad responses on behalf of the Aesop talent team.

Results

  • 11 hires made:

    • Snr and Mid Front End Development, UX, Conversion Rate Optimisation, Digital Design, Digital Copywriter, Snr Data Analyst, Data Analyst, Support Analyst, GDPR Specialist, Testing.

  • Significant cost savings.

  • Streamlined recruitment process, creating urgency when required to secure niche talent.

  • The project extended from initial 3-month consultation to 7-month engagement.



 
Partner, Search, CurateMatt Chambers