With a 50+ year history, Molton Brown has moved with the times to stay at the forefront of the personal care and beauty industries.
Now, as part of the Kao Corporation, it continues to scale its global footprint.
Naresh Krishnamurthy plays a big role in that effort, leading digital customer experience transformation at Molton Brown.
In doing so, he aims to connect the company’s legacy with the future of digital CX. Here are five ways in which his team is doing so.
1. Follow a More Experiential Loyalty Model
Traditionally, brands in the luxury space looked at customer loyalty through transactions, i.e., points and purchases. Molton Brown has evolved this into an experiential model using SAP CX.
Sharing more, Krishnamurthy said:
We now offer exclusive previews, personalized fragrance layering advice, tailored content, and even gamification features like our Fragrance Finder on the website.
Behind the scenes, Molton Brown also uses SAP Commerce Cloud and Master Data to create a single customer view that crosses customer-facing departments.
2. Embrace “Phygital”
“Phygital” is the practice of blending physical and digital experiences. Molton Brown is embracing a phygital strategy.
For instance, it’s ensuring the product assortment a customer sees on its website mirrors what’s available in their closest store, eliminating confusion and strengthening consistency.
Now, it’s looking to go further by uplevelling its personalization strategy, so in-store, online, and AI assistants can anticipate customer needs and provide tailored recommendations.
That strategy hinges on real-time data orchestration. So, for example, if a customer browses woody fragrances online, that preference is captured in SAP. When they later book a boutique consultation and scan their loyalty profile on arrival, the associate sees a single customer view. That includes fragrance preferences, online interactions, and campaign responses, enabling the associate to make more relevant suggestions.
3. Leverage “Non-Gimmicky” Gamification
As noted, Molton Brown launched a Fragrance Finder on its e-commerce website. This offers a gamified experience where customers answer personality- and preference-based questions. It then recommends products tailored to their responses.
“It’s not just a gimmick; it’s a way to immerse customers in our brand story,” explained Krishnamurthy. “The focus is on engagement, not just conversion.” He continued:
All the data flows back into our single customer view. This means when a customer later visits a boutique, associates already understand which fragrances have resonated with them.
Additionally, Molton Brown has layered in exclusivity. For example, loyalty members can unlock rewards, previews, or special access through these gamified interactions.
Meanwhile, seasonal experiences, such as Molton Brown’s annual Christmas games, add to this engagement while staying aligned with the brand’s luxury positioning.
“It’s a modern, digital-first way to make luxury interactive,” concluded Krishnamurthy.
4. Get Strategic on Specific Social Channels
At first, many brands jump on a new social channel to open a new door to the business. Yet, Molton Brown is always cautious to create a unique experience through its channels.
For instance, it sees Instagram as key for unveiling campaigns, sharing artistry, fragrance creation, craft, and heritage through rich imagery.
Meanwhile, TikTok is more playful and focuses on short-form engagement, such as fragrance layering tips or seasonal rituals.
“Different generations gravitate to different channels, so we tailor content accordingly,” said Krishnamurthy. “What’s critical is that all of this isn’t siloed.”
“Whether a customer discovers us via Instagram, plays with the Fragrance Finder online, or later visits Covent Garden, the journey is continuous.”
While doing so, Molton Brown recognizes preferences across channels through its SAP CX stack, customer data platform (CDP), and loyalty systems.
Ultimately, its goal isn’t to chase every platform, but ensure one consistency: wherever customers interact, they experience the brand promise.
5. Prepare for a Future of Conversational Commerce
In April 2025, OpenAI rolled out shopping in ChatGPT following rumors of a big Spotify partnership.
The announcement beckoned a future of conversational commerce, and Molton Brown is closely monitoring these developments.
Krishnamurthy explained: “The opportunity for us isn’t just about visibility, it’s about how we show up as a luxury house.
Our focus is on using AI to guide discovery in a way that feels authentic, personal, and true to our heritage.
For example, if a customer asks for the best fragrance on a summer evening, Molton Brown hopes AI will guide them with the expertise and storytelling they expect from an associate.
This focus is particularly important in fragrance and body care, a category that is naturally harder to sell online. By using AI and personalization, Molton Brown bridges the gap between digital and in-person discovery.
Yet, Krishnamurthy also urged his team’s caution. “Luxury is about balancing innovation with exclusivity,” he summarized. “Our priority is a connected experience across all channels.”
What Else Is Molton Brown’s CX Team Focusing On?
Alongside all the above, Molton Brown continues to innovate around the post-purchase experience.
Recently, it has introduced tailored replenishment reminders, fragrance layering rituals, and seasonal discovery boxes. These aim to extend the luxury experience beyond the point of sale.
Krishnamurthy also named sustainability a top priority after noting a trend in the number of customers asking how sustainable its products are.
As such, the company has pledged to go further with its sourcing and refillable packaging. “It’s integral to our customer experience and brand promise,” Krishnamurthy confirmed.
Yet, Krishnamurthy and his team are constantly considering new ways to innovate around digital customer experiences. To stay up to date, follow him on LinkedIn.
