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-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.

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).

COMPETITORS

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

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.

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).

ACTION I: CHEAT SHEET

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)

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.

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

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

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

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

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.