Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 158 views

    L'Oréal 2020 Digital Strategy

    Uploaded by

    Vikram
    L'Oréal has become a digital-first company, with digital now core to its business. 25% of its sales and over 60% of its media spending are digital. It has over 1.5 billion consumer data points and 1.3 billion visits to its websites. During COVID-19, L'Oréal emerged stronger with double the e-commerce growth of the market. It has scaled its direct-to-consumer connections and key battles include winning on all e-commerce models, accelerating its direct-to-consumer model, and accelerating use of consumer data. The CDO team is organized across functions including consumer care, services and open innovation, technology, e-commerce, and marketing

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    L'Oréal 2020 Digital Strategy

    Uploaded by

    Vikram
    158 views12 pages
    L'Oréal has become a digital-first company, with digital now core to its business. 25% of its sales and over 60% of its media spending are digital. It has over 1.5 billion consumer data points and 1.3 billion visits to its websites. During COVID-19, L'Oréal emerged stronger with double the e-commerce growth of the market. It has scaled its direct-to-consumer connections and key battles include winning on all e-commerce models, accelerating its direct-to-consumer model, and accelerating use of consumer data. The CDO team is organized across functions including consumer care, services and open innovation, technology, e-commerce, and marketing

    Original Description:

    Original Title

    L'Oréal 2020 Digital strategy

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    L'Oréal has become a digital-first company, with digital now core to its business. 25% of its sales and over 60% of its media spending are digital. It has over 1.5 billion consumer data points and 1.3 billion visits to its websites. During COVID-19, L'Oréal emerged stronger with double the e-commerce growth of the market. It has scaled its direct-to-consumer connections and key battles include winning on all e-commerce models, accelerating its direct-to-consumer model, and accelerating use of consumer data. The CDO team is organized across functions including consumer care, services and open innovation, technology, e-commerce, and marketing

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    158 views12 pages

    L'Oréal 2020 Digital Strategy

    Uploaded by

    Vikram
    L'Oréal has become a digital-first company, with digital now core to its business. 25% of its sales and over 60% of its media spending are digital. It has over 1.5 billion consumer data points and 1.3 billion visits to its websites. During COVID-19, L'Oréal emerged stronger with double the e-commerce growth of the market. It has scaled its direct-to-consumer connections and key battles include winning on all e-commerce models, accelerating its direct-to-consumer model, and accelerating use of consumer data. The CDO team is organized across functions including consumer care, services and open innovation, technology, e-commerce, and marketing

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12
    At a glance
    Powered by AI
    L'Oreal aims to be a digital-first company with digital now core to its business. It has strong online presence and consumer data.

    The 3 key battles L'Oreal aims to win are 1) win on all ecommerce models, 2) accelerate direct-to-consumer model, and 3) accelerate on data.

    L'Oreal's digital organization consists of various teams covering services & innovation, consumer care, ecommerce, media & marketing, finance, technology and more.

    DIGITAL STRATEGY

    LUBOMIRA ROCHET
    CHIEF DIGITAL OFFICER

    C1 - Internal use
    L’ORÉAL IS A DIGITAL-FIRST COMPANY - DIGITAL IS CORE BUSINESS NOW

    25%* >60%* 1Bn 60M


    VISITS TO OUR CONSUMER
    E-COMMERCE DIGITAL MEDIA
    MODIFACE CONVERSATIONS
    SERVICES

    1.5Bn 1.3Bn 28% 46K*


    CONSUMER VISITS TO OUR YOUTUBE BEAUTY PEOPLE
    DATA POINTS WEBSITES TRAFFIC UPSKILLED

    *H1-20 figures 2
    L’ORÉAL EMERGED STRONGER FROM THE CRISIS

    x2 +60% 53% 60M


    MARKET GROWTH WEB TRAFFIC ONLINE
    ON E-COMMERCE IN NORTH AMERICA NEW CONSUMERS CONVERSATIONS
    L’ORÉAL LUXE: +37% ON D2C
    X2 CONVERSION RATE

    INCREASED SHARE OF VOICE


    ON YOUTUBE & FACEBOOK
    #1 5 BRANDS
    BEAUTY GROUP IN TOP 6
    ON CHINESE FESTIVALS L2 GARTNER IN CHINA

    3
    COVID-19 KEY FACTS

    4
    COVID-19 KEY FACT #1: A SPECTACULAR ECOMMERCE ACCELERATION

    GROWTH X2 THE MARKET

    ALL GEOGRAPHIES GROWING, ROW


    LEADING THE GROWTH

    ALL CHANNELS GROWING, D2C


    & PURE PLAYERS LEADING, SOCIAL
    COMMERCE ACCELERATING

    ALL DIVISIONS GROWING, LUXE


    & ACD WITH BIGGER WOB

    ECOMMERCE IS NOT A BUBBLE,


    IS THE NEW BASELINE

    5
    COVID-19 KEY FACT #2: SCALING DIRECT-TO-CONSUMER
    CONNECTION & ENGAGEMENT

    MILLIONS OF VIEWERS ENGAGED


    WITH LIVE-STREAMING

    MILLIONS OF ACTIVE
    BEAUTY CONVERSATIONS

    MULTIPLE CONSUMERS ENGAGING


    WITH OUR SERVICES

    PROMISING START OF TELECONSULTATION


    & BEAUTY COACHING

    6
    KEY BATTLES

    7
    KEY BATTLE TO WIN #1: WIN ON ALL ECOMMERCE MODELS TO REACH
    DIGITAL PENETRATION

    NOT ONE BUT


    MANY ECOMMERCE MODELS

    PLAY TO WIN WITH THE WINNERS


    AND INVEST IN ALTERNATIVES

    RESTRATEGIZE GROWTH
    PER BRAND/GEO - CHANNEL – CATEGORY

    WORK WITH OPERATIONS


    TO ADAPT SUPPLY CHAIN

    WORK WITH IT & BEAUTY TECH


    TO BUILD ENABLING DATA INFRASTRUCTURE

    8
    KEY BATTLE TO WIN #2: ACCELERATE ON DIRECT-TO-CONSUMER
    MODEL

    MAXIMIZE ALL DTC TOUCHPOINTS


    (WEBSITES, DIRECT ECOMMERCE, SERVICES, OFFLINE RETAIL)

    SCALE INTERACTIVE DTC CHANNELS


    (LIVESTREAMING, TELECONSULTATION)

    ORGANIZE THE CONVERGENCE


    OF OUR D2C ENGAGEMENT TEAMS
    (CCC + CM + BAS+ CRM)

    MOVE FROM INTERACTION


    TO CONVERSION

    9
    KEY BATTLE TO WIN #3: ACCELERATE ON DATA

    SYSTEMATIZE AND STANDARDIZE DATA CAPTURE AT ALL TOUCHPOINTS

    USE OUR EXISTING FIRST PARTY DATA STRATEGICALLY

    TO OPTIMIZE MEDIA SPEND AND OUR CONSUMER ACQUISITION COST

    TO DRIVE OUR PROSPECTS DOWN THE PURCHASING FUNNEL THROUGH RETARGETING

    TO WIN THE SECOND PURCHASE AND TURN IN THE LOYALTY FLYING WHEEL

    TO SELL AND CROSS-SELL

    DEFINE AND AUTOMATE END-TO-END DATA JOURNEYS BASED ON


    TRIGGERS AND PROGRAMS
    MOVE THE CONVERSATION FROM TECH AND PLATFORMS TO ACTIVATION
    AND AUTOMATION

    10
    CDO TEAM ORGANIZATION

    SERVICES
    CONSUMER &
    OPEN INNOVATION
    CARE

    HUMAN RESOURCES

    DIGITAL FINANCE

    EXCELLENCE IN EXECUTION & DATA

    MARKETING EFFECTIVENESS

    TECHNOLOGY

    O+O MEDIA
    &
    DIGITAL MARKETING ECOMMERCE

    11
    DIGITAL STRATEGY

    LUBOMIRA ROCHET
    CHIEF DIGITAL OFFICER

    You might also like