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Customer-centric approach for L'Oréal

Established in 1909, L’Oréal is the world’s largest cosmetics company, selling a wide range of products across the globe. However, their UK marketing team had limited expertise in leveraging data to become more customer-centric.

The UK business wanted us to help them to transform their approach, using data to drive their marketing, predict customer behaviour, increase customer value, and improve customer experience and satisfaction.

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"We developed and implemented data-driven customer life-cycle management communications."

How we helped L’Oréal:

  • Customer lifecycle management: We developed and implemented data-driven customer life-cycle management communications. Initially, they ran 2 email programmes – Welcome and Win-back – for all brands. We extended them to 6 programmes – Prospect conversion/ Welcome, Nursery, Retention, VIP, Lapsing, and Win-back.
  • Measurement and Optimisation: We measured the effectiveness of their CRM programme and optimised touch points, channel, frequency, offers and content.
  • Reporting: We developed and delivered standardised, automatable monthly reports for all 13 brands, providing insight into their customer base and how it changes, over time.
30%

Increase in online revenue

8%

Increase in average order value

6%

Increase in order frequency

The results

Increased contacts: Through implementing data capture campaigns and subscription pop-ups onsite, we grew their total database by >1m in the first 12 months and increased the number of contactable customers by 10%.

Increased retention: We reversed the decline in customer retention rates.

Increased AOV and frequency: From being in decline for most brands, we increased the average order value and frequency, year on year, for all brands.

Increased revenue: by 30%.