A tip: If you want to get to know

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Your target group better and understand where you can tap potential for your brand positioning , you should create customer journey maps. They not only allow you to understand the experiences and habits of different users, but also to thoroughly understand their needs, motivations and demands. I explain how you can do this in my blog post “ Create a customer journey map: capture customer experiences in 7 steps ”. Personalization & Needs Targeting: LʼOccitane The organic cosmetics brand L'Occitane en Provence has overcome a fundamental problem with its.

Customer centricity strategy, namely drawing on sustainable Special Data customer relationships : “ Conducting advertising activities with unqualified customers results in one-off purchases from customers [only] after price discounts “ says Anahita Besson, the head of US customer loyalty at L'Occitane [source (PDF)]. “ This is not a successful long-term strategy for a luxury brand. That's why we shifted our strategy from aggressive advertising to a personalized and targeted approach. “ The result: higher click rates, increased traffic on the website, optimized conversion rates and successful order completion.



But how did L'Occitane achieve this? Customer Centricity in the L'Occitane en Provence newsletter Sustainability is one of the key pillars of L'Occitane's brand identity. According to the case study (PDF) from Adobe Campaign, L'Occitane took the following measures to retain valuable customers in the long term: Evaluation of digital user data for the benefit of strategic decisions Effective customer approach using personalized newsletters, replenishment emails, SMS and other direct mailings.