Fresh-Faced Marketing Encourages Loyalty
by Stephanie Krausse
Posted on 09-14-2018
For many people, their morning routine involves a dusting of blush, a spritz of fragrance, a brush of mascara, or a bit of lipstick. Looking good and feeling good go hand in hand—a fact that European beauty retailer Douglas knows well.
In addition to helping its customers look good with its products, the company is making customers feel good by delivering cross-channel experiences that appeal to their interests. A key part of this effort is the Douglas Beauty Card, a program that focusses on engaging customers with rewards and personalized communications across every touchpoint, including online and in-store.
“As one of the leading retailers in the European beauty industry, Douglas needs to have a really close connection with its customers to create the best possible experience,” says Julian Grießl, Head of International CRM at Douglas. “We need to know our customers very well, so that we can create the best possible experience for them—which products they are interested in, what type of skin they have, and whatever could possibly fit their needs.”
This desire to understand and take care of its customers is steering the company’s loyalty program. Using Adobe Experience Cloud, Douglas can see exactly how customers are interacting with digital content across channels and can incorporate purchase history and explicit preference information into customer profiles, delivering a complete customer journey view. Through its loyalty program, Douglas is delivering personalized communications that focus on the products, offers, stories and information individuals want most.
“With the 1:1 loyalty program, Douglas Beauty Card, we get closer to our customers, giving them a flawless customer journey along their lifecycle,” says Grießl. “Adobe solutions make this possible, online and in-store.” Grießl also adds that the company can weave in relevant information about trends and stories that resonate with customers at each phase of their journeys to enhance customer relationships.
Partnering with Wunderman and Adobe proved that achieving the desired results doesn’t have to be difficult. In only 12 months, Wunderman and Adobe dug into the company’s business goals, developed a plan of action, and helped fast-track the launch of new loyalty experiences.
“Collaboration between Wunderman, Adobe and the entire Douglas team on this highly demanding project helped us work towards our vision, build stronger relationships, capture data and insights on individual consumers, and convert this into real-time and relevant experience,” says Grießl.
The more that customers interact with the program, the better their experiences get, adding up to happy customers and more revenue for Douglas.
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Topics: Digital Transformation, CRM, customer experience, DMEXCO2018, omnichannel, retail, UK, UK Exclusive, Digital EMEA