Success stories
March 22, 2022

L’Oréal Luxe doubles revenue from CRM-communications and launches Lancôme loyalty program

  • ChallengeBuild an omnichannel customer experience
  • Increase shares of retained customers
  • Increase email channel profit turnover
  • SolutionIntegrate Mindbox into all customer engagement platforms such as the website, contact center and offline boutiques
  • Launch loyalty programs and direct communication (email and texts) based on Mindbox modules
  • Personalize customer communication based on their experiences or browsing habits
  • ParticipantsL’Oréal Luxe digital team, itMEGASTAR / BusinessBOX agency managers and Mindbox managers
  • Term4 years
  • ResultsRevenue from CRM communication doubled
  • FeaturesEmail chains encourage the customer to graduate from sample-sizes to buying full-sized items

The world’s market leader in perfumery and cosmetics. The company was founded in France in 1909 and has been operating in Russia since 1990. The Luxe division represents 12 premium brands, such as Lancôme, Giorgio Armani and Yves Saint Laurent.

Evgeniia Sergeenko

Evgeniia Sergeenko, Head of CRM at L’Oréal Luxe

L’Oréal Luxe testimonial

From a technical point of view, Mindbox can accommodate most customization, allowing you to find a solution to almost any problem, even if it’s complex or requires changes. Flexibility is the platform’s main advantage. However, a lot depends on the human factor. It means that if a new design isn’t implemented correctly, then the rest of the plan won’t work well either. In that sense, we are lucky to have our current Mindbox manager. I actually can’t imagine how we could manage without Evgeniy’s help.

You will find a comment from Mindbox’s Customer Service Director at the end of this article.

Although Mindbox can be a challenging tool for marketers to use, luckily itMEGASTAR / BusinessBOX has expertise in working with it. Our colleagues help us to properly structure data within the platform, and categorize and aggregate for reporting. Unfortunately, we haven’t yet been able to build a suitable CRM reporting feature using Mindbox.

Mindbox has competitive rates, but I would only recommend the platform to companies that have the resources to implement as well as to support it. The platform is best suited for large FMCG companies with a large customer base.

Evgeniia Sergeenko

Evgeniia Sergeenko, Head of CRM at L’Oréal Luxe

Flexibility is the Platform’s Main Advantage

History of Cooperation with L’Oréal

L’Oréal Luxe, a premium brands division, joined the platform in January 2017.

Evgeniia Sergeenko, Head of CRM L’Oréal Luxe, joined the team in early 2018.

We would like to share with you explanations for key features that we have achieved in the last 3 years:

  • How we consolidate all customer information into one place and segment this database for mailings and analytic
  • How we use segmentation in manually composed mailings
  • How we automate communication with customers
  • How the Lancôme loyalty program works
  • How we have managed to build an omnichannel customer experience

How We Combined All Customer Data into One Place to Segment the Database

L’Oréal Luxe connected with Mindbox in order to safely store all of its premium brand customer data in one place. It was important that communication with buyers of different brands was personalized. This means quality, service and a unique approach would be the main focus points of the luxury brand segment. The Mindbox platform makes this possible by allowing each brand to set up its own trigger chains, which correspond to its data positioning. The data is used not only in communication, but also in the development of marketing campaigns.

Each brand’s customers are split up into different segments depending on the purpose of communication. All the data that allows us to perform these actions is collected on the platform. Thanks to single profiling, segmentation is completed in a few clicks with Mindbox filters.

Customers are divided according to:

  • Standard criteria of RFM analysis:
    Recency is the date of the last order, Frequency is the total number of customer orders and Monetary is the total sum of all orders’ value.
  • Interests.
  • Preferred communication channels.

How We Send Personalized Bulk Mailings

We use the segmentation described above in order to send bulk mailings only to those customers who might be interested in them.

Luminous Silk
Rock’ N Shine
Y Eau Fraȋche
Bulk mailings for Armani and Yves Saint Laurent

How Communications with Customers were Automated

There are dozens of triggers for each brand. Below are two examples of chains for the Armani brand:

Once a customer has placed an order with Armani, the accompanying campaign carries out two tasks. Firstly, it encourages customers to make repeat purchases and then clears some customer follow-up tasks from the call center:

contact after purchase
contact after purchase
contact after purchase
contact after purchase
contact after purchase

Armani campaign to introduce customers to a new product.

Giorgio Armani Beautys New Fragrance Campaign
Giorgio Armani Beautys New Fragrance Campaign
Giorgio Armani Beautys New Fragrance Campaign
Giorgio Armani Beautys New Fragrance Campaign
Our purpose is to give customers a sample, then to offer them a full-sized product.

Testimonial of the itMEGASTAR / BusinessBOX Agency

We use almost all of Mindbox’s capabilities within our project with L’Oréal Luxe. We create filters, set up segmentation, run triggers, and even check data transfers.

The most important things in this project are that the entire customer base is stored on Mindbox and all communication is sent from the platform as well. Concentrating all customer information in one place is a key component when working with a CRM. This allows us, for example, to run customer-specific mechanics and use the obtained data to create targeted mailings.

Data centralization is the most important part of working with customer communication automation. This automation project is increasing email channel trigger mailings and total revenue, meaning that income is generated without additional effort on our part.

Kirill Kozubenko

Kirill Kozubenko, Head of CRM production at itMEGASTAR / BusinessBOX agency

How the Lancôme Loyalty Program Works

The Lancôme loyalty program was relaunched on the Mindbox platform in January 2020.

The Lancôme loyalty program was relaunched on the Mindbox platform in January 2020.

Lancôme Loyalty Program
The Lancôme Loyalty Program includes points that are awarded for purchases, social media connections and subscription to mailings.

How We Consolidated All Components of Brand Communication with Customers into a Single Omnichannel Path

L’Oréal Luxe has many points of contact with its customers to include websites, webpages, survey platforms and offline boutiques. To properly build a CRM and a personalized approach, it is critical to identify a customer at all points of contact and enrich their profile with data, which in turn will enhance their quality of service. Since you won’t be able to create a new user every time, which may require the customer to re-share their data and interests.

Cleansing and consolidation of data into a unified customer profile allows L’Oréal Luxe to clarify that a customer is actually a single person, and not four different people. Triggers are launched correctly and products can be recommended to the customer based on their preferences and previously purchased products.

Next Steps in the Marketing Direction

Providing High-Quality Service through NPS Surveys.

Launching loyalty programs. Launching new brands.

Improving the effectiveness of mailings. The plan is to raise the level of personalization.

To do this, employees of the itMEGASTAR / BusinessBOX agency analyze the data aggregated on the platform to get ideas and launch new triggers.

New Communication Channel: Web Push Mailings.

Display Advertising Channel: Improving Customer Communication.

Mindbox Commentary

Things happen, and it is perfectly normal for a client to ask to change their personal customer success manager. Sometimes peoples’ characters clash or sometimes they have different views on how to deal with different tasks. We will pinpoint the issue and find a person who you feel comfortable to work with. It should be a person who will know how to troubleshoot your tasks, since one type of client may require more technical skills for a complex integration, while other clients may need expert marketing knowledge for launching campaigns.

We’re all for the human approach. If something is not going well with your current manager, email me:— we’ll be sure to help you sort everything out.

Semyon Mikanev

Semyon Mikanev, Director of Customer Happiness at Mindbox.