Clarins gets a personalisation make-over from Wunderkind

Clarins has driven online performance and grown email revenue with a solution from Wunderkind.

A statement explained that the skincare and makeup brand has faced many of the challenges experienced by other beauty and luxury retailers, with consumers increasingly moving away from buying and sampling products on the High Street, choosing instead to browse and buy online.

This shift to digital has been accelerated by COVID-19, with many shoppers having to turn to e-commerce channels for their beauty buys while non-essential retail remained closed.

Faced with the rising cost of customer acquisition, Clarins sought to build a more engaging customer relationship management program by deploying an efficient retargeting strategy that would increase the value of customers on that list.

Wunderkind's real-time identity network and technology was able to better recognise a larger portion of site traffic down to an email. Rather than just growing database volume, Clarins sought to increase the quality of acquired customers, adding those who had demonstrated purchase intent by showing interest on-site.

Emilie Maunoury, digital, e-commerce and CRM director at Clarins, explained: “Now, I’m adding people to my list who have been showing interest in my site and intent to buy; it just makes sense."

The database grew five-fold in six months, so Clarins turned its attention to finding ways to leverage this data and create new ways to optimise each visitor that landed on the homepage. The brand was able to adopt a dynamic remarketing and triggered email strategy, which mirrored how consumers were behaving on-site.

This enabled Clarins to grow its revenue from triggered email by 13 times.

“When I look at the investments in acquisition channels, I can easily say that Wunderkind is the most efficient medium I have,” Maunoury added.

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