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Alba ROMERO VILLA
IMLB 2, CRM
30th March 2014
BRAND HISTORY
French company first established in 1961 as a private independent company.
Three friends front the Beaux-Art...
BRAND BRIEFING
PORTFOLIO OF PRODUCTS
perfumes and scents
HOME FRAGRANCES
Scent combinations, scented ovals,
photophores an...
COMPETITORS
SWOT ANALYSIS
S W
O T
quality of product / brand history –
heritage / product portfolio / R&D
investment
Essentially local...
IDENTIFY BUSINESS ISSUES
• HIGH DEPENDANCE IN WHOLESALE:
Problem to build up a customers database,
brand awareness and in ...
CRM STRATEGY: OVERALL
OBJECTIVES
ACTIONS
RESULTS &
PERFORMANCE
Customer Intelligence Statistics, forecasting, etc.
Establi...
ACTION I: CHEAT SHEET
CUSTOMER INTELLIGENCE
• Obtain and integrate customer data. Appart from CRM a good client database is key to
forecast futu...
CUSTOMER SEGMENTATION
TOP
HIGH
MEDIUM
SECONDARY LOW LOW SECONDARY
Source: CRM courses (2014)
A good segmentation among exi...
ACTION II: CONTACT STRATEGY
ACTION OBJECTIVE KPI TARGET CHANNEL DATE
Invest in
segmented
marketing,
improve store
service ...
ACTION II: CONTACT STRATEGY
WHAT OBJECTIVE WHO WHEN
Store service: offer
tea, change uniforms
and introduce a
cooperative ...
ACTION III: SOME DETAILS
• IN STORE
!
!
!
!
!
!
!
• BY MAIL
!
• PERSONALIZED samplings (example: MAC)
Always when first bu...
ACTION VI: DIGITAL CRM
OBJECTIVE: Enhance the company awareness in social media, internet and promote e-shooing.
!
CHALLEN...
SOURCES
• http://www.diptyqueparis.fr/
• http://www.diptyqueparis.com/our-story
• http://investing.businessweek.com/resear...
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CRM Dyptique

  1. 1. Alba ROMERO VILLA IMLB 2, CRM 30th March 2014
  2. 2. BRAND HISTORY French company first established in 1961 as a private independent company. Three friends front the Beaux-Arts, founded a store as a showcase for their fabric design when they were working for Liberty and Sanderson. People entered then attracted by its bizarre decoration. The store was graduated transformed into a chic bazar inspired by childhood scents and memories of journeys. From 1963, they start focusing in developing fragrances: first candles and then with toilet water. The first line of candles was launched by Desmond Knox-Leet who was fascinated by‘les pots- pourris’. In 1963 the first perfume was created under the name of‘L’eau Diptyque’. Store at 34, Boulevard Saint Germain (original location and current flagship store). ! With more than 50 years of history Diptyque preserves its brand values: luxury, discrete and elitist. Their perfumes are inspired by nature and do not follow any particular trends but tend to make you recall your most intimate childhood, trip or personal memories.
  3. 3. BRAND BRIEFING PORTFOLIO OF PRODUCTS perfumes and scents HOME FRAGRANCES Scent combinations, scented ovals, photophores and accessories. The brand is notably recognized for its candles. PERSONAL FRAGRANCES Colognes, perfumes and eau de toilette; roll-ons, body-care products and travel sprays. FUTURE? beauty and make-up, sunburn prevention & sun tan preparations, nail polish, shampoo, shaving preparations, deodorant, bath salts, etc DISTRIBUTION FINANCIAL DATARetail stores Department stores Specialized stores Specialized e-commerce sites e-shop The company is continuously growing and is expanding since 2010 (from a total income of 13.3M in 2010 to 23.9 Millions in 2012). The company tripled its net operating income from 2010 to 2012 (1.1M in 2010 compared to the 3.3M in 2012). ! In the balance we can notice that the company’s expansion is financed through debt, (especially with a 6.2 Millions loans in 2012).
  4. 4. COMPETITORS
  5. 5. SWOT ANALYSIS S W O T quality of product / brand history – heritage / product portfolio / R&D investment Essentially local presence (French, Parisian market) / many similar competitors locally and internationally / the company still hasn’t penetrated into the emerging economies & key global players International and global expansion in progress / consumers tend to be loyal to the brand /customers seeking for authenticity and ‘savoir faire’/ even there is a patent lack of advertising the brand awareness raises thanks to word to mouth / the customers as promoters. Recent economic crisis had decreased spending on “discretionary” items / lack of brand awareness abroad / lack of promotion/advertising INTERNALORIGIN attributesoftheorganization EXTERNALORIGIN attributesoftheenvironment HELPFUL to achieving the objective HARMFUL to achieving the objective
  6. 6. IDENTIFY BUSINESS ISSUES • HIGH DEPENDANCE IN WHOLESALE: Problem to build up a customers database, brand awareness and in store service. • SIMILAR competitors • Incoherence among retail stores, specially in the FLAGSHIP STORE. • Need to BOOST SALES EXPERIENCE. Some recommendations to do so: sales associates image, implement guidelines for customer services, change uniforms, coherence among retail stores (architecture and decoration), develop a subtle corporative scent.
  7. 7. CRM STRATEGY: OVERALL OBJECTIVES ACTIONS RESULTS & PERFORMANCE Customer Intelligence Statistics, forecasting, etc. Establish guidelines for service in store. (Sheet, uniform, architecture, etc.) ! Mystery shopping, loyalty rates Segmented marketing actions (catalogues, direct marketing, etc.) Sales increase within the segment Sampling repeated customers buying, specially the samples Catalogues(two types) Sales increase Events (openings and capsule collections) Sales Digital (communication, social media, interaction, etc.) Measuring conversion rate Build loyalty & sell more ! Source: CRM courses (2014) Conquer new clients (and gain market share) Provide added value, luxury justification. Improve performance while reducing costs Ensure client retention rates and reduce churn risk (similar competitors) Continue growing: new retail stores openings and expand to new markets (events).
  8. 8. ACTION I: CHEAT SHEET
  9. 9. CUSTOMER INTELLIGENCE • Obtain and integrate customer data. Appart from CRM a good client database is key to forecast future sales and be aware of consumers behavior. • When buying in stores and corners the sales people hasn’t offered at any time personal data. • Build a system that allows differentiation in profiles and segmentation according to loyalty, level of spending and purchase behavior. • Establish desired rentability rates. GUIDELINES The customer is a PERSON: discover him truly to build up a relationship: needs, lifestyle, taste, aspirations and desires. Get your customer DATA and explain him/her the main uses of this information (sales follow up, mailings with new arrivals, promotions, invitations to events in store, satisfaction surveys). Always check that the data is UPDATED in future purchases. THANK HIM/HER FOR HIS PURCHASE and make sure he is SATISFIED with the service delivered and the product (surveys and follow-up, specially when client complaints). Provide good AFTER SALES SERVICE.7. INFORM your customer about the NEW PRODUCTS because they novelties and better if it’s with catalogues or a season magazine.8. DELIGHT AND SURPRISE him/her. For example: write him or send an ams with a special promotion or detail for his/her birthday or for Christmas.9. Make him COME BACK before 6 months. Source: CRM courses (2014)
  10. 10. CUSTOMER SEGMENTATION TOP HIGH MEDIUM SECONDARY LOW LOW SECONDARY Source: CRM courses (2014) A good segmentation among existing customers helps to reduce costs and increase efficiency by doing specific marketing and commercial actions for difference customers segments.
  11. 11. ACTION II: CONTACT STRATEGY ACTION OBJECTIVE KPI TARGET CHANNEL DATE Invest in segmented marketing, improve store service and conquer new clients and increase brand loyalty Redemption on target over the year existing clients and new clients in store, sales team, social media, promotion All the year Personalized programs client retention Redemption on target over 3 months VIP clients / loyal clients personalized e- mailing and/or direct mail every 3 months Invest in retail coherence reduce churn risk redemption on target over 2 months all clients e-mailing all year long Continue collaborations (e.g. John Galliano etc...), special editions push sales sales increase new customers and loyal customers looking for new products advertising september and january
  12. 12. ACTION II: CONTACT STRATEGY WHAT OBJECTIVE WHO WHEN Store service: offer tea, change uniforms and introduce a cooperative scent make the top clients feel comfortable and relaxed, increase his/ her stay in the store Sales Associate In the course of the sale process Personalized Service: getting to know the clients: lifestyle, taste and personality understand the client needs Sales Associate Beginning of every sale Include samples in all the buys Present products to customers and give them a reason for coming back Sales associate End of every sale Data control check if information have been well collected CRM desk Within 72 hours include the catalogue following the first buying experience follow-up and presentation of the company's products CRM desk Within a month After sale services manage client expectations and loyalty After sale service Answer and solution within 24 to 48 hours
  13. 13. ACTION III: SOME DETAILS • IN STORE ! ! ! ! ! ! ! • BY MAIL ! • PERSONALIZED samplings (example: MAC) Always when first buying. When purchase is morethan a stablished amount and when asked. When buying online. Only to Top&Highclients. A seasonal catalogue with samples that includes capsule collections and permanent product line. CATALOGUES
  14. 14. ACTION VI: DIGITAL CRM OBJECTIVE: Enhance the company awareness in social media, internet and promote e-shooing. ! CHALLENGES in Digital ! ACTIONS to be implemented: • Interact with audience using social media tools already in place (Instagram / Facebook / twitter) • Use of the data collected through these medias in order to personalized recommendations • Setting up a mailing strategy based on the data collected : birthday gifts ; Mother days ; favorite fragrance - candles or product ; special offer when the target did not buy anything in store for a certain period of time ; • Satisfaction surveys when buying online The nature of their products: it’s really hard to catch new customers online since they can not experience the product. As any luxury brand: Offer allure and exclusivity, maintain integrity of the brand image and aesthetic and increase brand recognition
  15. 15. SOURCES • http://www.diptyqueparis.fr/ • http://www.diptyqueparis.com/our-story • http://investing.businessweek.com/research/stocks/private/snapshot.asp? privcapId=27674037 • One source report: Financial Data. • Xavier de Roquemaurel CRM course pack. • Information obtained by visiting the flagship store and Galleries Lafayette corner.

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