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L’Oréal, the world’s largest cosmetic company, has dramatically expanded its customer base after generating thousands of new online sales leads in Switzerland generated by an internal marketing campaign using Konica Minolta’s Markomi software.
At the heart is the marketing automation platform Markomi from global technology giant Konica Minolta. Markomi is used for the development and management of cross-media marketing campaigns. The software enables the definition, segmentation, scheduling and tracking of multi-media marketing crusades, which might include printed as well as online elements like emails, landing pages or social media. All are linked to predefined easy-to-handle campaign workflows. In uncertain times like those engendered by COVID-19, brands such as L’Oréal are looking for more innovative ways of engaging with their customers and finding new ones, especially when travel is restricted and shops are closed. In 2020, L’Oréal wanted to launch a “Family and Friends” flash campaign in the summer. The remit stated it should be open for “non-customers” – therefore must also include double opt-in elements – and enable users the opportunity to download vouchers. L’Oréal contacted IT and e-commerce specialist OMP Service that used Markomi for the campaign where products were being sold in a special ‘online shop’ at up to 70% reduction. The advantages of Markomi over other marketing tools were ease of use and a fast set-up time. From start to implementation, it took a week to create the campaign. It was also complementary to more complex solutions that involve significant extra time and cost. Personal access codes were provided for users who could then forward the information to up to 20 friends, family and fans of L’Oréal. Business customers were also an important target group. It can easily take months to create a campaign similar to L’Oréal’s with conventional ways. Using Markomi meant it took just a week to set up. The success prompted a second ‘Family and Friends (Winter) Sale’ shortly before Christmas 2020, with many new customers being actively targeted from the sign-up success of the first campaign. Markomi was also used for a newsletter to a selected group of VIP customers (plus reminder newsletter), a “Go Live” (“Here we go”), mailing with information about shipping tracking and delivery, as well as a customer satisfaction survey. The mechanics of “VIP customers” and “limited offers” led to the high conversion rates.
We had fantastic results and were able to expand our customer base with thousands of new leads generated through this internal campaign. The conversion rate for sales was 96% for the Employees / Family and Friends campaign and 85% for Business Partners. This has been an unprecedented success. This simple-to-use marketing automation platform enabled us to carry out the flash sale of selected products in a specially set-up online shop. We had little time for preparation, so needed a fast and efficient system to distribute access codes. Markomi provided a quick and easy campaign creation, user-specific elements such as voucher codes or access codes that were easy to incorporate.
Frank Burkhardt
Head of Marketing, L’Oréal Suisse SA
This unprecedented success is further acknowledgement of how we are not only a leader in print transformation, but also set new standards in delivering creative rethinks with multi-channel marketing communications. Our mission is to work in partnership with customers such as L’Oréal to reach the next level in the digital maturity of their organisation in a fast-changing online world. Markomi is a key pillar of our digital and software solutions for our Intelligent Connected Workplace vision.
Olaf Lorenz
Head of International Marketing Division, Konica Minolta Business Solutions Europe
You can read more about the success story here.
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About Konica Minolta Business Solutions Europe
Konica Minolta Business Solutions Europe GmbH, based in Langenhagen, Germany, is a wholly owned subsidiary of Konica Minolta Inc., Tokyo, Japan. With its unique expertise in imaging, data processing and data-based decision making, Konica Minolta creates relevant solutions for its customers - small and medium-sized businesses, large enterprises and public sector - and solves issues faced by society.
As a digital workplace solution provider, Konica Minolta helps its clients to identify and unlock the potential digitalisation holds and reach the next level in the digital maturity of their organisation by rethinking the workplace. In support of an ‘Intelligent connected workplace’, Konica Minolta offers cloud, IT, managed print and video solution services for remote working, collaboration, workflow management and automation and security. The company’s success in driving transformation is also confirmed by IDC, since the ‘IDC MarketScape: Worldwide Print Transformation 2023 Vendor Assessment’ has named Konica Minolta a “Leader” in print transformation. Konica Minolta has been a Microsoft Global Managed Partner since 2021.
Konica Minolta's Igniting Print Possibilities offering helps printers, converters and brand owners maximise workflow automation to increase efficiency. The company delivers consultancy in all communication matters as well as top-of-the-line production, packaging as well as label printers. Its finishing devices create print products that stand out and create added value. Konica Minolta has established itself as the production printing market leader for more than a decade in Europe (InfoSource).
For an increasing number of organisations, success today is more than the narrow definition of financial prosperity – it also includes protecting the environment and having a positive impact on their workforce as well as the societies they are embedded in. With its commitment to the Sustainable Development Goals (SDGs), Konica Minolta has pledged to consistently pursue its sustainability and social responsibility goals.
The company has been repeatedly recognised for its rich history of social contribution as well as for working towards achieving the SDGs throughout its business and supply chain. Konica Minolta received a GOLD Level Recognition Medal in the EcoVadis sustainability ratings for 2023.
For its remote services, Konica Minolta was awarded the prestigious ‘Buyers Lab (BLI) 2023-2024 Pacesetter Award in Remote Service for the Western European market’ from Keypoint Intelligence.
Konica Minolta Business Solutions Europe is represented by subsidiaries and distributors in more than 80 countries in Europe, Central Asia, the Middle East and Africa. With more than 8,700 employees (as of April 2023), Konica Minolta Europe earned net sales of over EUR 2.26 billion in financial year 2022/2023.
Worldwide, the company has over 39,000 employees and is operating in over 150 countries.
For more information, please visit https://www.konicaminolta.eu/eu-en/news and follow Konica Minolta on Facebook, Instagram and YouTube.
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Team Manager Brand Positioning & Architecture, Content Strategy & Development
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