Mixing up the perfect digital formula to generate sales and repeat customers
Connecting with customers past, present and future
Connecting with customers past, present and future
L’Occitane was on a mission to better connect with all their customers—past, present and future—to boost engagement and revenue. Using our Epsilon Digital and Retail Media Network offering, backed with 200M+ robust customer profiles, industry-leading AI and comprehensive contextual and online behavior data, the beauty brand delivered relevant and performance-driven acquisition, reactivation and retention campaigns to the right customers across the web.
The right blend of personalized messaging
10 years and counting
A trusted partner for 10 years, L’Occitane knew Epsilon PeopleCloud Epsilon Digital and our Retail Media Network could help them reach their business objectives of acquiring new, reactivating lapsed and retaining existing customers.
The first move was to reactivate lapsed customers who had not purchased from L’Occitane in the past 13 months. Epsilon’s industry-leading identity solution accurately identified lapsed customers online while our AI models determined which of those customers were most likely to purchase again. Each customer was sent a personalized message urging them to come back.
Leveraging hit holiday-themed products
Next, we set our sights on acquiring new customers. L’Occitane’s holiday-themed offerings are always a hit, so we leveraged our Retail Media Network offsite ads to personalize messaging at the SKU-level to reach buyers and prospects with a propensity to purchase holiday-themed products.
At the same time, we had to retain current customers (which was especially top of mind due to COVID-19). To send updates on safety improvements and store openings, we used our Location Driver digital media product to identify and message valuable individuals who lived near the selected storefronts.
Pretty impressive results
Epsilon was able to provide significant results for each of L’Occitane’s business objectives: our reactivation campaign reached 5.6 million unique lapsed customers, which resulted in over $3 million in messaged revenue. Retaining existing customers certainly had its set of challenges because of COVID-19, but the strategy paid off: across 22 targeted stores, we delivered 94 million impressions and $760,000 in revenue. And last but not least, the holiday campaigns reached 1.9 million unique individuals by using 92 holiday themed SKUs. At the individual level, each SKU had a Return on Ad Spend (ROAS) of $21:1.
"Epsilon’s targeting capabilities allow us to model off the right audience, which improves our chances for conversion. It was innovative on our side from a communication standpoint—we can push the right messages to the right people."
Anahita Besson, Director of Online Marketing, L’Occitane
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