Engagement, qualification, and personalisation: the 3 pillars of Groupe SEB’s marketing strategy
Seeking to create connections and engage consumers is the battleground for marketers in the era of the end of third-party cookies and, more broadly, data deprecation. In today’s landscape, brands are challenged to amplify their creativity to deliver more personalised experiences to their audience. In this context, we spoke with Daphné Roux, CRM project manager at Groupe SEB, a global leader in small household appliances.
For over a year, the Group has successfully integrated the Qualifio platform into its marketing strategy, achieving notable success, among other things, with its “Bons plats, bon karma” rewards program launched for the Moulinex brand.
For Daphné Roux, primarily responsible for the Moulinex and Krups brands, their marketing objectives revolve around three main axes:
- First-party data collection
- Consumer engagement
- Data qualification
Data collection and qualification are essential for a company today. They have been an undeniable pillar for a long time because everything else cannot proceed properly without them. Now that we have a solid database, we can establish strong connections with our consumers.
To achieve these objectives, Groupe SEB has invested in interactive and gamified experiences created with the Qualifio platform, encouraging ongoing engagement with its various brands. Dive into the client case for further insights!
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