Background: The flaconi/zenloop partnership

What makes the partnership between flaconi and zenloop particularly authentic: both share the same roots. Two of zenloop’s three founders, Björn Kolbmüller and Paul Schwarzenholz, were originally founders of flaconi. There, they experienced first-hand how hard it is to put true customer centricity into daily practice across all channels and touchpoints.

The tangible learnings from building flaconi into Germany’s leading beauty e-commerce brand led, in 2016, to the idea behind zenloop. A CX platform that delivers exactly what they themselves would have wanted back then. Today, not only flaconi but also brands like Deichmann, Tom Tailor, ATU, and Globetrotter rely on the platform to turn operational customer focus into real business impact.

The Challenge

Over the past few years, flaconi has grown from a national market leader into a European growth driver in beauty e-commerce. The company generates €651M in revenue (2025) and serves more than 5 million customers across 12 European markets. 700+ employees, 50,000+ products, 1,000+ top brands. In the first half of 2026 alone, growth came in at 25%. At the same time, international expansion accelerated: five new European markets were added in 2025, with seven more planned for 2026.

This growth brings with it a central challenge. It takes a deep understanding of entirely new customer groups across different cultures and languages, while the high CX standards from the home market need to stay consistent everywhere. With every market entry, flaconi aims to systematically capture the Net Promoter Score internationally, surface local expectations through sentiment analysis, and turn NPS into a measurable driver of international growth.

The Solution

With zenloop, flaconi chose a Customer Experience platform that enables cross-channel feedback collection and delivers deep insights into customer expectations through intelligent workflows and AI-based analysis. The platform is used across all markets and is now an essential part of flaconi’s tech stack for international growth.

1. Listen

   flaconi systematically gathers customer feedback – primarily at the most critical point along the customer journey: after delivery. On average, around 1,700 responses come in every day, at a monthly response rate of roughly 10%. Across all markets, more than 2.1 million feedback entries have been collected since 2019. Every new market brings additional languages and customer journeys. zenloop ensures a unified data collection approach that makes locally and culturally adapted behavior efficiently steerable.

2. Understand

   Feedback is structured and processed automatically. Through labels, AI-powered sentiment analysis, and thematic clustering, flaconi identifies and prioritizes the key drivers of satisfaction. Real-time alerts trigger the moment NPS falls below expected levels. Daily and weekly sentiment tracking adds further depth. Hidden drivers along the customer journey, from logistics and payment to demographic patterns, become visible before they turn into problems. In Germany, NPS has consistently stayed above +80 for years, a top score that far exceeds the retail industry average (Ø –5).

3. Act & Close the Loop

   Insights are translated into concrete actions right away. Maximally automated, and personal where it truly matters. Detractor feedback is detected in real time and automatically routed as a ticket into Zendesk, including topic labels and priority from the AI analysis. This allows the customer care team to respond precisely within 2 to 3 days: automated recovery emails, win-back campaigns, or in individual cases a personal apology. Negative touchpoints turn into immediate WOW moments, and detractors become repeat buyers. At the same time, promoters are automatically routed to review platforms like Trustpilot or Google. A continuous stream of positive reviews strengthens online reputation and becomes a key lever for expansion into new markets.

To keep feedback effective internally too, flaconi closes the loop deliberately across three channels. A weekly NPS newsletter keeps all stakeholders aligned. Screens in the office display positive customer feedback in real time. And the customer care team gets back to customers personally to share which improvement was made based on their input. Combined with monthly stakeholder reviews at 100% attendance, feedback becomes a permanent part of operational decision-making.

Results

• NPS jump from +71 (2019) to +86 (2026 YTD), a top score virtually unmatched in the industry (retail average: Ø –5).
• 76% repeat customer rate, loyalty as the toughest currency in e-commerce, consistently cracked.
• Active customer base nearly doubled: from 2.9M to 5.45M customers (as of March 2026).
• More than 2.1 million feedback entries since 2019 across 12 European markets, with unified CX measurement and consistent quality.
• Only 4.7% detractors at around 1,700 responses per day, tickets are resolved within 2 to 3 days.
• Awarded „Germany’s Best Beauty Online Shop 2025″, independent confirmation of CX quality.

„zenloop isn’t a reporting tool for us, it’s an operational growth engine. Real-time alerts, AI-powered sentiment analysis, and automated workflows turn millions of customer voices into concrete decisions. That’s what made CX flaconi’s strongest competitive advantage.” David Rissmann, Head of Strategy & Chief of Staff, flaconi

Conclusion

flaconi proves that consistent customer focus, solid data analysis, and fast execution pave the way to sustainable success, even in fiercely competitive online retail. Through the partnership with zenloop, CX has become the decisive growth driver in international rollout and a true competitive edge in the demanding beauty market.