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Oh My Cream

  • E-commerce
  • Retail

Bringing the online store and the shops into one reference

How Oh My Cream, a concept store for alternative beauty, steers its product, customer and brand performance across every channel, online and in store, with Biron.

+70
active users every day
+35%
more users in one year
100+
beauty brands tracked in detail
2
channels, online and in store, in one reference

The client

Oh My Cream, the concept store for alternative beauty

Founded in 2013, Oh My Cream selects the sharpest beauty brands to make a cleaner, more expert and more inspiring kind of beauty reachable. The retailer lives that promise on two fronts at once: a heavily editorial online store, and a network of shops across France where in-cabin advice is part of the experience. An ethical and responsible retailer, Oh My Cream grows without diluting its selection.

Sector
Cosmetics / skincare
Founded
2013
Revenue
> €35M
Headcount
100+
Shops
40+ (France and Europe)
Biron client
since 2019
Catalogue
100+ brands
Inside an Oh My Cream shop: shelves of skincare on a stone wall, under a white chandelier, with the brand name painted on the wall

The challenge

Two channels, two truths, one brand

Oh My Cream’s model is omnichannel by construction: a customer discovers a brand in store, buys it again online, comes back to the cabin for advice. The data, though, stayed filed by channel. There was no simple way to answer the questions that shape the business: which brand genuinely attracts, which category drives the growth, which customer comes back.

  • Online and in-store sales in separate tools, with no shared reference

  • A reading of product and brand performance limited to one channel, while the customer journey runs across both

  • No consolidated view of the customer lifecycle: repeat purchase, value, cohorts

  • A data layer to secure for the long run, including through changes of business tools

The Biron answer

One reference, and the business uses built on it

Biron built Oh My Cream’s data foundation: a warehouse that consolidates web and retail in one model, then the business analysis layers that rest on it. The data is not merely centralised, it is usable — right down to being pushed back out to the marketing tools and to the partner brands.

  • An omnichannel reference

    Web and store sources consolidated into one model, so product, brand and category performance can be read without worrying about the channel.

  • Customer knowledge

    Segmentation, cohorts, LTV, repeat-purchase rate and recruiting products: the CRM becomes something to analyse, not just a list to send to.

  • A durable IT foundation

    Data models reconciled inside the warehouse when the point-of-sale system changed, to preserve the reporting history and the year-on-year comparisons.

How it went

  1. Setting up the warehouse and consolidating the web and retail sources
  2. Modelling product, brand and category performance on one shared reference
  3. Building the CRM dashboard: cohorts, LTV, repeat purchase, cross-sell, recruiting products
  4. Migrating the point-of-sale system (Lightspeed → Shopify POS) with no loss of history
  5. Putting the data to work: RFM segmentation pushed back into the web tools, dedicated sharing spaces for the partner brands

The results

A retailer deciding from one source of truth

Oh My Cream’s reporting is no longer up for debate: web and retail speak the same language, and the e-commerce, retail and buying teams work from the same figures. The data has become an asset in the relationship with the brands.

  • A genuinely omnichannel view of product and customer performance, shared across the teams

  • A category mix readable continuously, to arbitrate the assortment and what gets promoted

  • An operational RFM customer segmentation, pushed automatically back into the web tools

  • A point-of-sale migration carried out with no loss of history: the two data models reconciled to join the old system to the new

  • Dedicated data spaces for the partner brands, which establish Oh My Cream as a data-driven premium distributor

  • A tool opened every morning, and an adoption that widens on its own

An Oh My Cream treatment cabin: massage table, arched mirror and a facial care device, in a powder-pink room

“For more than 3 years, Biron has let us structure our reporting by consolidating our web and retail activities into one reference. The warehouse layer being crucial for us, Biron is a key and dependable part of our IT architecture.”

Margaux Mercadier E-commerce Director · Oh My Cream
Margaux Mercadier, E-commerce Director of Oh My Cream

Behind the scenes

What Oh My Cream connected to Biron

From the omnichannel reference through to sharing data with the brands, Biron has become the retailer’s data foundation and the tool that nearly 90 people open over the course of a year.

  • Lightspeed
  • Shopify
  • Raw files

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