In today’s always-on and all-encompassing digital world, it’s a well-known fact that consumers are constantly being bombarded with marketing and commercial messages.
So in order to stand out from the crowd, brands are having to find new ways of engaging with their audience, in a more meaningful way.
And there is no magic formula to achieve this, the key to gaining greater engagement from your audience is to connect with them on a deeper level, to get closer to them and to understand their expectations and needs. By gathering more knowledge about your users, you will then be able to make marketing decisions based on these audience insights and deliver more innovative and relevant content. How can you achieve this? Easy! By collecting first- and zero-party data!
That’s all very well, but how do you actually implement an efficient data collection strategy? Especially when you’re a global company with a wide range of brands, managed from different companies? We talked to Pasquale Egione, Consumer Engagement Program Manager at L’Oréal, the world’s leading beauty company, to find out how they do it.
“We needed to make sure all our brands were collecting data in the same way. So we decided to go for a global solution, integrated with our CRM and managed by our central CRM team, that all our brands could use to launch their data collection campaigns.” – Pasquale Egione, Consumer Engagement Program Manager, L’Oréal EMEA
Having a global data collection strategy is essential for a company like L’Oréal EMEA. Initially, each brand was using different tools and agencies to collect data, making the workflow complicated and chaotic, as there was no direct integration with L’Oréal’s data ecosystem. So they decided to launch a European data capture program that is directly integrated with their CRM. This program aims to give their stakeholders a data collection tool, in this case Qualifio Engage, that enables them to recruit new customers and enrich the data of their existing customers.
Collecting data and having a huge database to which they can address their marketing messages is the first step in L’Oréal’s CRM strategy. The second step is ensuring the quality of this data, meaning gathering data that is sufficiently complete and qualitative to be used efficiently.
In order to achieve this, they have recently launched “The Database Requalification Project” to update and enrich their customer data. They’re also increasingly trying to constitute “beauty profiles” for their users, by collecting detailed zero-party data (skin type, hair type, preferences, etc.) in order to create specific segments and send relevant products and marketing messages to their customers.
Curious to find out more about L’Oréal’s data collection strategy and how they qualify their data? It’s totally worth it! And available for download here.
Felicity Still is the Brand & Content Manager at Qualifio, she is British but has spent most of her life in Belgium, has 2 children and loves football, travelling and baking.
Qualifio is the European leading Saas platform for first- and zero-party data collection, interactive marketing, audience insights and loyalty.
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