Summary
Unifying tools for optimized data collection
Historically, each brand under the L’Oréal umbrella used different philippines phone number example tools and agencies for data collection, creating a fragmented and inefficient operational process. The solution came with the implementation of a global data collection strategy directly integrated into their CRM ecosystem. The tool chosen for this mission was Qualifio, which not only enabled the recruitment of new customers but also enriched the data of existing customers.
To further enhance this unification, Pasquale Egione ’s team developed in-depth training sessions to ensure that every employee understood the importance of this new strategy and how to effectively use the Qualifio tool in their daily tasks. These sessions not only strengthened cohesion within the team, but also ensured a smooth transition to the new processes.
The Four Step Process to Success
Pasquale Egione, Consumer Engagement Program Manager at L’Oréal EMEA, oversaw the integration of this tool through a structured four-step process. This process ensured that brands could effectively launch campaigns with Qualifio. The steps included selecting a tool that was suitable for first- and zero-party data collection, setting up a transparent implementation process, segmenting the data for personalized communications, and finally, using the data to work the magic of targeted marketing.
Impressive results
The adoption of Qualifio has been a resounding success . In just over a year, L’Oréal EMEA has launched over 700 campaigns and reached over 5.5 million users. Even more impressive, in Italy, where the first pilot program was launched, over 50% of new CRM contacts came from Qualifio. These figures are a testament to the effectiveness of the platform and the strategy implemented.
Data quality and segmentation at the forefront
L'Oréal's strategy doesn't stop at simply collecting data. The company ensures the quality of the data collected, which means collecting comprehensive and qualitative information for effective use . The goal is to create personalized "beauty profiles" by collecting detailed zero-party data, such as skin type, hair type, and preferences, in order to specifically segment customers and send them relevant offers .
To better understand in detail what L'Oréal was able to accomplish, you can obtain the customer case here.
Customer Engagement and Sales Enablement
While data collection is the primary reason for using Qualifio, L’Oréal has also seen a growing number of brands use the tool for other purposes, such as sales enablement and customer engagement. From sampling campaigns to interactive quizzes and games, the tool has helped strengthen the relationship between L’Oréal and its customers.
Towards complete coverage
To date, 28 L'Oréal brands in 13 countries, representing 70% of the group's brands , use Qualifio. The ambition is to extend this success to 100% of brands by the end of next year. This expansion demonstrates L'Oréal's commitment to a consistent and centralized data collection strategy.
Qualifio, a data collection and interactive marketing platform
Qualifio is the European first- and zero-party data collection platform for B2C brands. It enables marketing teams to get to know their audiences through interactive and gamified experiences , driving continuous engagement with their brand in two steps.