16% More Conversions with Zoined Retail Analytics

About Molton Brown

Molton Brown began in 1971 on South Molton Street, London, as a modest salon where founders Caroline Burstein and Michael Collis mixed formulas by hand and pursued bold botanicals over mass trends. That image of craft, care, and sensory inventiveness captured a following. Over time the brand expanded into fragrance, body care, home scent, and hospitality channels, growing far beyond its Mayfair roots while keeping the soul of its origin.

Today Molton Brown is a global luxury brand, operating dozens of boutiques in the UK and distributing in more than 70 countries. As part of the Kao Corporation, Molton Brown has kept its British character while growing worldwide. The brand stays true to its roots through cruelty-free, vegetarian formulas and a strong focus on sustainable production. It holds a Royal Warrant and operates across flagship stores, department stores, airports, and hotels, bringing its distinctive fragrances to customers everywhere.

The Challenge

Molton Brown was scaling a modern luxury footprint while protecting the craft that built the brand. New fragrances launched each season. Window stories turned quickly. Traffic patterns varied by location, from flagship streets to travel retail. Leaders needed daily answers rather than a weekly look back, and existing reports were slow and inconsistent.

Three questions framed the need.

1. Campaign performance : which stories were landing by store, hour, and product family, and how to pivot the same day when a collection stalled.

2. Conversion : whether footfall became baskets, how results compared with the same day last year, and where coaching could help.

3. Motivation at scale : transparent rankings and live progress that teams could check on a phone during a shift without spreadsheet disputes.

In short, the company needed one reliable set of numbers, simple to share across every store, and fast enough to guide decisions in the moment.

Turning Point & Implementation

Molton Brown chose Zoined's Retail Analytics to give everyone the same clear picture every day. The brief was simple. Put the right KPIs in one place, make them easy to read on a phone, and keep the experience stable enough to stand up in a senior meeting. Sophie Cole, Global Merchandising and Market Insight Manager, notes,

“If you are doing a demonstration on something and it does not work, it is the worst thing, but with Zoined we have never had that. It is always very easy to show to someone new, it is very structured, and there is a very good user guide,”

Rollout began with a short kick off for area managers who trained teams in the flow of work. Clear daily visibility replaced weekly spreadsheets. Store and head office worked from the same product categories and one KPI view. Managers followed hourly sales and adjusted underperforming stories the same day. Answers stayed close at hand on phone, tablet, and desktop, and leadership prepared a simple percentage mix of sales metric to keep incentives easy to follow on shift.

Results & Impact

These changes answer the three questions set out in the Challenge: campaign performance, conversion, and motivation at scale, plus a material time saving.

1. Campaign performance. When teams tracked campaigns by store and hour, they swapped a low performing collection for a fragrance display in June 2018 and transactions rose 27 percent the same day. That win set a pattern for reacting to underperforming stories during the shift, not the week after.

2. Conversion. With shared visibility on simple KPIs, associates and managers aligned on daily targets. Conversion increased 16 percent after rollout, helped by faster reads on traffic versus baskets and clear comparisons to the same day last year.

3. Motivation at scale. Live progress and fair rankings made incentives tangible on the shop floor. “Within an hour I could see the benefits,” said the Covent Garden store manager, reflecting how quickly staff adopted the habit of checking their own numbers.

4. Time savings. Replacing manual compilation with clear daily reports saved about nine hours per store each month, especially in peak season, and reduced ad hoc requests from headquarters. Managers spent the recovered time coaching and trading the floor.

Conclusion

Molton Brown’s teams describe a shift to being more proactive and more confident day to day. Close monitoring now feels useful rather than burdensome, and leaders see room to scale the approach across the network. The management team notes the following,

“Thanks to Zoined, we are delighted with the insights we have discovered and we see an opportunity to roll out usage on a larger scale. It has enabled us to become more proactive as a company, to capitalise on opportunities, and to keep driving revenue and cost efficiency,”

And the results back up that sentiment. Conversion increased 16 percent, a same day fragrance switch lifted transactions by 27 percent, and clear daily summaries returned about nine hours per store each month. Next, leadership plans to formalise percentage mix of sales for incentives and to keep refining store level views for peak periods and travel retail. The aim is steady. Keep daily clarity close to the floor while scaling the same discipline across every boutique.

Ready to lift conversion and save hours each month. Let’s talk.