how L’Oréal EMEA managed to implement an effective data collection strategy

Consumers today are exposed to a significant amount of advertisements across multiple channels. For companies, the challenge is to engage their audience more in order to be successful.To achieve this, you need to know their wants and needs in order to improve their experience.

This necessarily involves the collection of proprietary, zero-part data. However, putting in place an effective action plan to collect them is no easy task, particularly for a global organization like L’Oréal.

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In a recent case study published by Qualifio, a specialist in interactive marketing and data collection, Pasquale Egione, Consumer Engagement Program Manager of the French group, reveals the strategy adopted by the company to collect customer data, thus proposing more innovative and relevant actions for build meaningful relationships with your audience. In just over a year, they created it 700 data collection campaigns And has reached more than 5.5 million users.

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A data collection program launched in several European countries

L’Oréal is the world leader in beauty. It is present in 150 different countries and has a portfolio of 34 brands. To collect the data, the latter initially used very different tools. The problem was that this made workflow complex in 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 program. This was directly integrated into their CRM. Its goal? Give brands a tool to collect proprietary, zero-party data. By downloading this customer case, you will discover how Qualifio’s solution has enabled them to enrich the data of existing customers and retain new ones.

You will delve into the problems of organizations like L’Oréal that have a wide range of brands. You will also get to know the backstage of the implementation of this tool, which had to be done in several stages: the launch, training, testing and publication. The challenge is to ensure brands fully understand the solution to design effective data collection campaigns.

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Qualify data to better engage customers

If data collection is necessary, ensuring it is reliable is equally important. Without qualitative information, it is difficult to know the real needs and preferences of one’s customers. Offering them personalized content therefore becomes complex.

For L’Oréal the objective was therefore twofold: to guarantee the quality of its data and to have a consistent database to which to send marketing communications. By obtaining this customer case, you will be able to discover the various actions implemented by the group, including a redevelopment and segmentation project of its database aimed at updating and enriching customer information.

In this way, brands have the elements necessary to send relevant marketing messages to their customers and offer them engaging experiences. Again, the Qualifio tool proved to be a milestone. “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 understand, building an effective data collection strategy requires finding the right tool and setting up a streamlined implementation process. You also need to segment your information well to offer personalized communications. To get to know all of Pasquale Egione’s advice and, in turn, be able to design a solid strategy, download the Qualifio customer case for free.

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