Henkel gains from e-commerce approach during Covid-19

Henkel said it accelerated its e-commerce approach and D2C across the company in light of the lockdown measures in many countries.
Henkel digital investmentHenkel has appointed Michael Nilles as chief digital & information officer (CDIO) in October 2019 — responsible for the activities in Integrated Business Solutions (IBS) and digital technologies.

Prior to joining Henkel, Michael Nilles was chief digital officer and chief information Officer for Schindler Group. Michael Nilles was also CIO Americas and Group CIO of Bosch Rexroth.

Henkel’s Adhesive Technologies offers customers an advanced digital customer experience with 24×7 availability, leveraging its digital B2B sales platform, which was extended to a customer engagement portal.

Henkel’s Beauty Care is leveraging e-salon model. Henkel’s Beauty Care business said orders to personalized hair colorations, especially in the U.S. recently increased six-fold, as consumers are unable to go to their hairdressers.

It increased digital sales in professional business while shops were closed throughout March in many countries. Under the Sotos umbrella, for example, it launched Better Natured its first premium natural D2C Hair Care brand.

Henkel CEO Carsten Knobel said the company’s digital sales increased by a double-digit percentage, also thanks to strong double-digit growth in Laundry & Home Care online sales, in the first quarter.

Henkel launched educational how-to videos and integrated chatbots in most of Laundry & Home Care, CRM brand landing pages.

Henkel developed more content to advise on the correct use of hygiene products on brand websites.

Henkel industrial business will focus on virtual customer services to secure supply and process stability for customers.

Henkel India conducted webinar for virtual customer interaction and engagement due to the nationwide lockdown measures. Henkel said high service levels and virtual customer services, strengthened trust and resulted in high customer appreciation.

Laundry & Home Care significantly expanded its e-commerce business. Digital sales were up by strong double-digit percentage across all regions in the quarter.

Henkel Group sales decreased 0.8 percent to 4.9 billion euros in the first quarter of 2020 due to the Covid-19 pandemic.

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