Today, consumers are exposed to a significant amount of advertising messages on several different channels. For companies, the challenge is to engage their audiences more in order to be successful. To achieve this, it is necessary to know their desires and needs in order to improve their experience.
This necessarily involves collecting data first- and zero party. Nevertheless, putting in place an effective action plan to collect them is not an easy task, particularly for a global organization like L’Oréal.
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In a recent case study published by Qualifio, specialist in interactive marketing and data collection, Pasquale Egione, Consumer Engagement Program Manager within the French group, reveals the strategy adopted by the company to collect customer data, and thus propose more innovative and relevant actions to build meaningful relationships with their audience. In just over a year, they have thus created 700 data collection campaigns and reached more than 5.5 million users.
A data collection program launched in several European countries
L’Oréal is the world leader in the field of beauty. It is present in 150 different countries and has a portfolio of 34 brands. To collect data, the latter initially used very different tools. The problem was that this made the workflow complex across the group’s data ecosystem. For Pasquale Egione and his teams at L’Oréal EMEA, the goal was therefore to find a solution so that brands could collect important information in a uniform way.
The company has opted for a European data collection programme. This was directly integrated into their CRM. His goal ? Offer brands a tool to collect data first- and zero party. By downloading this customer caseyou will discover how the solution of Qualification allowed him to enrich the data of their existing customers and retain new ones.
You will dive into the issues of organizations like L’Oréal which have a wide range of brands. You will also be able to know the backstage of the implementation of this tool, which had to be done in several stages: the launch, the training, the test and the publication. The challenge is to ensure that brands have a thorough understanding of the solution in order to design effective data collection campaigns.
Qualify data to better engage customers
If collecting data is necessary, ensuring that it is reliable is just as important. Without qualitative information, it is difficult to know the true needs and preferences of its customers. Offering them personalized content therefore becomes complex.
For L’Oréal, the objective was therefore twofold: to ensure the quality of its data and to have a consistent database to which it is possible to send marketing communications. By obtaining this customer caseyou will be able to discover the various actions implemented by the group, including a project to requalify and segment their database aimed at updating and enriching customer information.
In this way, brands have the necessary elements to send relevant marketing messages to their customers and offer them engaging experiences. Here again, the Qualifio tool proved to be a cornerstone. “Everyone can use the solution and create the campaigns they want to collect the data they need while maintaining the engagement of our customers”, explains Pasquale Egione. As a result, L’Oréal EMEA received more than 5.5 million users in just over a year.
As you will have understood, creating an effective data collection strategy requires finding the right tool and setting up a simplified implementation process. It is also necessary to segment its information well to offer personalized communications. To know all of Pasquale Egione’s advice and succeed, in turn, in designing a solid strategy, download the Qualifio customer case for free.