L’Oréal EMEA: a data collection strategy that is worth it
A European data capture program deployed across 70% of L’Oréal’s brands
It’s a well-known fact that consumers are flooded with thousands of commercial messages every day. And it’s no news to anyone that brands must engage with their audiences in a more meaningful way to stand out from the crowd.
So you probably know what we’re going to tell you: the key to gaining greater engagement from your audiences, communities, and customers is to connect with them on a deeper level, get closer to them and know what they want. This last point is crucial. Gathering more knowledge about your audiences will allow you to make marketing decisions based on audience insights and deliver more innovative and relevant actions to build meaningful relationships. And your number one ally in this battle is the collection of first-party data and zero-party data.
But concretely, how do you implement an efficient data collection strategy? And, especially when you are a global company with a wide range of brands spread across different countries? Well, that’s what we asked Pasquale Egione, Consumer Engagement Program Manager at L’Oréal, the world’s leading beauty company, present in more than 150 countries.
“With Qualifio, we can address two objectives: firstly, to increase the number of contacts we have in our database and, secondly, to work on improving the quality of these contacts. When we launched the data capture program, we were at 0 contacts in our CRM. Today, in Italy, where we started the first pilot program, more than 50% of the contacts come from Qualifio.”
Pasquale Egione, Consumer Engagement Program Manager @ L’Oréal EMEA
Want to find out more about L’Oréal’s success story? It’s over here 😉 ⬇️