using experience innovation to drive loyalty and revenue
A premium beauty company needed to retain and grow its market share in luxury with and in excess of its competition, who were adopting aggressive acquisition and sampling tactics — often to the detriment of their brands — something this Brand did not want to mimic.
The challenge was to empower and focus resource and marketing dollars to create a balanced strategy that built relationships with their customers based on lifetime value and at the same time attract new, but valuable customers.
Ogilvy Consulting blended consumer data, competitive and category trends to build a true picture of customer behaviors, needs and intent. We shifted focus from biggest, one-off transaction to lifetime value. To deliver seamless customer experiences, we created messages and content that felt like individual conversations. The experiences we designed provided value both to the customer and business alike.
We deployed Adobe Campaign, along with a bespoke clienteling tool that empowered the salesforce. The result was a 30% increase in New Customer Acquisition, a 14% increase in Repeat Purchase, and an HK $8M recovery in revenue from engaging with at risk-customers.