Fast-growing beauty/wellness brands goes with Apple

BY Deena M. Amato-McCoy

A company-wide migration to Apple technology is positioning Rituals to deliver more personalized experiences — for customers and associates.

The Amsterdam-based beauty and wellness brand partnered with Jamf, a provider of enterprise management software for the Apple platform, to explore how Apple devices could create a paperless, and more engaging retail environment. The partners began their journey in the fall of 2016, when they launched a pilot program that included implementing 20 MacBook devices in Rituals’ corporate headquarters.

Positive staff feedback, which included ease of use, flexibility and device stability, cemented Rituals’ decision to migrate completely from PCs to Mac devices across all of its 670 stores in 27 countries around the globe. The company now supports 650 MacBook laptops, 700 iPads, 650 iPhones and 1,500 iPod devices across the company.

The technology coincides with Rituals’ ongoing U.S. expansion. In May, the company opened its first West Coast store at Westfield UTC in San Diego. The company has 12 U.S. locations (in the New York area), along with 1,500 in-store shops and four spas. It’s on track to have some 700 stores by year-end.

Associates use the iPads to read the company newsletter and participate in corporate training sessions. Digital delivery also keeps the training sessions in compliance with corporate policies and procedures. Devices also enable users to order merchandise, and maintain sufficient and accurate store inventory, the company reported.

Meanwhile, the iPod touch devices, which are used at all retail locations, offer a mobile point of sale (POS) option that enables associates to checkout customers anywhere in the store. The handheld technology also features a skin analyzer that provides customized skin care recommendations. The devices also support inventory management as users can scan merchandise as arrives in stores, eliminating room for inventory errors.

“Through Jamf Pro, we have a clear view of our devices, and are able to install and update them at any moment in every country,” said Nico Wartenbergh, chief technology officer at Rituals. “Jamf’s solid infrastructure, along with its extensive capabilities, is instrumental in making sure Rituals’ digital strategy is successfully implemented. Jamf was the success factor of this implementation.”


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