Lancôme is part of the L’Oréal Luxe division, a global powerhouse in luxury cosmetics.
The Lancôme brand was founded in 1935 with the aim of making women even more beautiful every day with innovative cosmetics. Lancome.fr is a leader in digital marketing in France and worldwide and its e-commerce website, L'Oréal Luxe France, is now the number 1 website.
Ania Fattal (CRM Manager France, Lancôme) and Guillaume Thibault (CRM Consultant, Lancôme) explain Lancôme’s main 360° (re-)engagement challenges in this business case and the role Batch’s solution and its value in their CRM strategy.
Boosting traffic and conversion of the site by developing the audience of the Web Push channel recruiting a qualified active base and optimising conversion rates;
Build customer loyalty on a large scale by continuously improving customer experience, retention and enhancing personalisation;
Optimising the complementarity of the various levers
Batch is used by the teams as a lever for recruitment, animation and customer activation, complementing the other channels used by the brand.
"In our 360° vision, our objective is to be able to re-optinize people who are on the newsletters but who are not opted-in, SMS, etc. We really want to push from one channel to another."
Batch's Trigger campaigns: discover how automated personalization led to massive re-engagement of Lancôme customers in just 3 months:
+320% growth in Web Push opt-ins
A Web Push Opt-In Rate of 12% (vs. 5.6% of the cosmetics and luxury industry benchmark)
3.6% of traffic generated by Batch campaigns (including a +60% increase between September 2022 and January 2023)
"We went from 5,000 to almost 20,000 people in three months, which is 320% growth in opt-ins. We were able to capitalise on our Black Friday effect, where we increased our Batch opt-in rate twofold.
Download this exclusive case study and discover how Lancôme achieved +320% Opt-In Web Push growth in 3 months thanks to Batch!
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