MOBILE CRM STRATEGY.
Engaging L'Oréal Paris consumers through an innovative CRM solution at the PoS.
ROLE & DELIVERABLES:
Planning & Strategy
Customer Journey
Creative Technology
Media Planning & Buying
OVERVIEW.
facilitate cosmetic purchase AT point of sale.
Background & Insights: Due to the island’s continued recession and inevitable price war that took over the beauty category, competitors were cutting their prices thus we needed a completely different approach to reach our customers. The approach not only needed to be cost effective, but it also had to have positive short and long-term effects on L’ORÉAL Paris product sales on the island. McCann’s Beauty Team in San Juan and the UM staff joined forces to create an interactive solution that would drive numbers in the cash register and focus on educating our clients on the added value of investing in L’ORÉAL Paris products. L’ORÉAL Paris is well known for its flawless communication. Still, besides selected premium stores, most women purchase cosmetics at pharmacies and department stores where products are crammed into one huge wall full of retail messaging. This is both confusing and frustrating for potential buyers.
Challenges: Puerto Rico is a value market – where for over 10 years, the value brand which is always more affordable, is the standard purchase choice. L’OREAL Paris is considered a premium brand on the island therefore our strategy had to include educating consumers about the value of purchasing L’OREAL vs. value brands and how said investment benefits them.
Audience: Women 25-40 years of age shopping at Walmart, CVS Pharmacy, and Walgreens in Puerto Rico.
Technology: 67% of mobile users on the island utilize WhatsApp - 61% of which are women within our target.
Objectives: To facilitate cosmetic purchase point of sale indecision and increase purchase conversion rates among women ages 25-40 years of age shopping at Walmart, CVS Pharmacy, and Walgreens in Puerto Rico and increase sales of struggling L’ORÉAL Paris categories (hair, care, hair color and skin care) in said stores.
STRATEGY.
put customers in touch with beauty experts who can speak directly with them during the most critical SALES MOMENT.
Because 67% of mobile users on the island utilize WhatsApp (61% of which are women within our target) and female shoppers prefer a personable, shopping experience, we opted for targeting the women already on WhatsApp, and created Chic Chat, a free beauty advice service chat to help women make wise purchase decisions at the point of sale.
Chic Chat affords L’OREAL Paris to put customers in touch with beauty experts who can speak directly with them during the most critical point of sale – when they’re in the beauty aisle. The customer only has to add the phone number to their WhatsApp chat to commence talking to live person, in real time. This free service gives customers interested in a premium brands a free way to understand the benefits of purchasing L’OREAL and building loyalty with said customers.
Chic Chat helped L’OREAL Paris increase sales by 12% across all brand categories compared to the previous year. The program was 90% more affordable and cost effective than previous efforts the brand had done at the point of sale in which the brand mobilized their experts to the trade.
Chic Chat helped L’OREAL Paris increase sales by 12% across all brand categories compared to the previous year.
EXECUTION.
point of sale engagement.
Promotional posters were placed on aisles in all stores near the L’ORÉAL Paris products. Posters included a Chic Chat icon with the WhatsApp logo and the phone number to add to speak to a live beauty expert. The headline read, “Want to know what product is perfect for you?” and featured a photo of Puerto Rican pop star, Jennifer Lopez. The beauty experts gave L’OREAL Paris product advice, beauty tips, and help customer make their purchase decision easily during peak shopping hours, Monday – Sunday, from 9 a.m. – 9 p.m. for eight weeks.