Shiseido EMEA & Cegid: Harmonising a Multi-Brand Retail Network to Deliver a Premium Customer Experience
Shiseido EMEA, the European subsidiary of the Shiseido Group, manages a broad portfolio of premium beauty brands across skincare, fragrance and make-up. The company is responsible for developing, manufacturing and/or distributing these brands throughout Europe.
Its retail network includes directly operated stores across Europe and the UK, complemented by a presence in leading department stores through dedicated beauty counters. This footprint reflects Shiseido EMEA’s ambition to combine immersive brand experiences with strong visibility in premium retail environments.
Operating across France, the UK and Spain, Shiseido EMEA manages a demanding multi-brand retail model. The organisation must deliver a consistent, premium in-store experience while ensuring efficient operations across multiple European markets.
The challenge is clear: equip the business with technology that supports network growth while maintaining operational consistency and performance.
A multi-brand model requiring greater harmonisation
Shiseido EMEA’s European markets operate with a high degree of autonomy. Each country adapts its product assortment, promotional campaigns and retail operations to meet local market requirements.
While this flexibility is essential, it also makes network-wide management more complex. Differences in processes, stock management and customer journeys can quickly lead to inconsistencies across markets.
To address these challenges, Shiseido EMEA relies on Cegid Retail to provide a common operational platform. The objective is to harmonise processes, improve visibility and simplify retail management, while preserving the flexibility required by each local market.
Simplifying in-store operations
In the premium beauty sector, delivering an exceptional customer experience also depends on smooth and efficient store operations. With Cegid Retail, store teams benefit from a reliable, intuitive solution that simplifies day-to-day activities, particularly during peak trading periods.
Cegid Retail enables us to standardise processes across all our countries, making both training and support much more efficient.
Fast, intuitive workflows allow store associates to focus on what matters most: serving customers and delivering an outstanding in-store experience.
Strengthening retail management across Europe
Beyond the point of sale, Cegid Retail also gives Shiseido EMEA greater visibility and control across its entire retail network.
It's an easy-to-use solution that reduces the mental workload and stress for our teams, especially during busy trading periods
The solution delivers:
- Harmonised processes across all markets
- More reliable and consolidated reporting
- Improved coordination between teams
This structured approach enables the organisation to increase operational efficiency while maintaining the high standards expected of a premium retail business.
Strengthening the connection between retail and digital
As part of its ongoing transformation, Shiseido EMEA continues to enhance the integration between its retail and e-commerce environments. The aim is to improve data flow across channels, build a true 360° customer view and deliver more consistent and personalised customer experiences.
A long-standing partnership focused on performance
For more than 20 years, Shiseido EMEA has trusted Cegid to support the evolution of its retail operations.
A long-term partnership built on trust—one of Shiseido's core values—technological stability and ongoing support, helping us continuously improve the performance of our retail network for the benefit of our consumers.