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Loreal

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Submitted By imrankapadia
Words 1975
Pages 8
Overview
Country: France
Industry: Cosmetics/Retail
Customer Profile
L’Oréal is the global brand leader for cosmetics, luxury goods, and skin care products distributing in 130 countries on five continents. With 18 global brands, L’Oréal recorded €14,533 million (U.S. $17,589 million) sales in 2005.
Business Situation
L’Oreal decided to implement a company-wide customer relationship management (CRM) system. It wanted to combine the product-centric marketing approach with a greater focus on the customer.
Solution
Working with Siebel, and advised on the architecture by Microsoft® Services, L’Oréal standardised on Siebel CRM and Analytics software running on Microsoft Windows Server SystemTM Engineered and Microsoft SQL ServerTM 2005 database.
Benefits
■ Strengthens customer brand loyalty
■ Direct mail costs down up to 57 per cent
■ Targeting gives response rate of up to 62 per cent
■ Consistent view of customer across multiple channels
■ Fast time to market for new campaigns | | |“With the Siebel solution running on Microsoft Windows, we achieved a 57 per cent decrease in the volume of direct mail on one promotion. Through more accurate targeting, we achieved a remarkable 62 per cent response rate.”

Daniela Giacchetti, Head Customer Strategy Officer, L’Oréal | |
| | | |L’Oréal, the world’s largest global beauty, skin care, and cosmetics company wanted to broaden the |
| | | |scope of its luxury products marketing to focus on customers. It decided to implement a company-wide |
| | | |customer relationship management (CRM) system starting with a pilot in South Korea. Working with |
| | | |Siebel, and advised on the architecture by Microsoft® Services,

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