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