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L’Oréal S.A. is the world’s largest cosmetics company. Activities are focused on hair colour, skin care, sun protection, make-up, perfume and haircare. With a unique international portfolio of 36 diverse and complementary brands, the Group has devoted itself to beauty for over 110 years. Employing 88,000 people worldwide, L’Oréal’s sales was 29.87 billion euros in 2019. From its headquarters at Clichy, Paris, L’Oréal is present across all distribution networks. These include mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e commerce. In a world-first, L’Oréal Suisse generated unprecedented levels of new sales leads by using Markomi, the marketing automation platform from Konica Minolta.
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. Frank Burkhardt, Head of Marketing for L’Oréal Suisse SA, said: “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.”
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.
Head of Marketing, L’Oréal Suisse SA