Boosting online sales by building Customer Intimacy with Zero-Party Data. How did Yves Rocher  achieve that?

1200% growth of email efficiency, 200% birthday message efficiency – such effects can be achieved, when you harness Zero-Party Data to build truly intimate contact with the customers. 

Yves Rocher is a leading European producer of natural cosmetics. The company enhances the quality of its products: they are tested regularly and upgraded constantly. Yves Rocher performs over 6000 tests yearly. The brand sells its cosmetics in Poland since 1991, and its popularity grows year after year. Since then, 104 new brick-and-mortar stores were opened. Yves Rocher products can be bought via 3 channels: online store, brick-and-mortar store, and by telephone (mail order after telephone consultation)

The company, very experienced in the brick-and-mortar segment, struggled somewhat in eCommerce. To boost online sales, streamline the acquisition of new customers from website visitors, and differentiate offers, regarding customers’ transactional history, Yves Rocher decided to implement Marketing Automation.

The highest priority goals the company wanted to achieve were: increase of new leads acquisition and website traffic, implementation of email offer personalization, lead segmentation based on items they viewed and performed transactions, and, last but not least, brand awareness and long-term relationships with customers.

All these goals are much easier to achieve if your martech stack can effectively gather, manage, and action zero-party data. 

Zero-party data refers to all kinds of information requested by brands and provided directly by customers. It can be explained using an analogy to a brick-and-mortar store. When a person enters an aisle with a specific type of product, all they know is that they want an item from this aisle. Oftentimes, the amount of different options is more a curse than a blessing. A store associate approaches them to help and starts asking questions. They ask about the customer’s preferences, conditions, and ways they want to use this item, and according to this information, they help a customer pick the item that will suit them best. In this example, zero-party data are things the customer tells a salesperson which will help them find the right product. 

Yves Rocher decided to make use of one of the rules formulated by SALESmanago, which leads to the creation of an intimate relationship with customers. It is called Customer Intimacy: Implementing self-learning solutions that leverage zero- and first-party data. As an effect, you’ll know your customers better not only than your competition but, without much exaggeration, than your friends. This, in turn, results in increased loyalty and authentic, meaningful customer relationships.

Zero-party data powered all the solutions implemented by Yves Rocher.

The company focused on personalized email 1-to-1 communication and website recommendation frames. SALESmanago implemented a series of solutions, utilizing zero-party data to a high extent. 

Yves Rocher wanted to be able to divide customers into categories like “new contact,” “newsletter subscriber,” “buyer,” etc. The company used Database Segmentation. Even more detailed segmentation is made inside groups like “new contact”. Such practice helps to decide which offer should be sent to the particular client. Another step was to create an effective way to nurture the valuable leads across the funnel – present them with the company’s values and build an intellectual and emotional bond. The solution was SALESmanago’s Lead Nurturing. The automatic welcome email cycle gives new leads a brand tutorial by delivering them educational content about the company, its philosophy, and the natural cosmetics the company makes. This cycle is informational and onboarding. 

Gathering and managing customer data have been achieved via contact forms and integration with CMS. Thanks to website contact forms integrated with SALESmanago, the company gets not only leads’ email addresses but also their date of birth and other data that can be used to personalize communication (personal information, gender, location). The company struggled also with mediocre conversion and frequent cart abandonment. This problem was solved with dynamic 1-to-1 emails and abandoned carts recovering. A person who visited the website but didn’t purchase anything receives an email with a customized discount coupon and an offer for products of interest. Moreover, a customer with items in a shopping cart, who never made it to payment, receives an email reminding them of the abandoned cart content. 

Yves Rocher also decided to send birthday messages to people who celebrate their birthday daily, regarding recipients’ gender – customers receive not only wishes but also discount coupons for male/female products. To increase AOV, the company looked for a way to effectively offer cosmetic sets. SALESmanago’s website Recommendation Frames presents sets of products, like shampoo + conditioner, with information about combined purchase discounts. As a part of hyper-personalization efforts, the company decided to implement dynamic pop-ups. Pop-up content depends on users’ engagement level (i.e. how many times the user visited the website before) and offered products are picked from the frequently viewed (by this person)

With the support of zero-party data, Yves Rocher managed to achieve a 1200% growth in email efficiency thanks to dynamic messages, compared to mass communication. Birthday communication efficiency was 200% higher than standard mass campaigns. The average OR for dynamic email grew by 50% and CTR – by 15%. 30% of new users now buy the suggested products set displayed on dynamic banners when making the first purchase.

This comes as no surprise, since 77% of marketing ROI comes from segmented, targeted, and triggered campaigns. Non-targeted campaigns show a 50% lower CTR than segmented campaigns. Segmentation leads to a 3 to 5% increase in returns on promoted sales. And it causes companies to be 60% more likely to understand customers.

What is most important, gathering zero-party data will meet no objections on the customers’ part.  90% of the consumers are willing to share behavioral data for an easier shopping experience, and 72% say they only engage with personalized messaging. 

“Thanks to the CRM module, which is a part of the SALESmanago system, Yves Rocher was able to get to know customers’ behavior on the website and better understand their needs. Implemented automation of processes increased customer engagement and allowed to reactivate passivating customers at the right moment. Functionalities related to the monitoring in real-time helped to create better segments and monetize the traffic. And broad utilization of Zero-Party Data allowed for building a truly intimate bond with the customers. Taking into consideration the above, SALESmanago contributes to the growth of the market flow in the online channel.” – said Karol Bzymek, Head of Digital & IT CEE.

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SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful. Trusted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret. Go to www.salesmanago.com and learn more.

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