ICI PARIS XL reference case.
Developing an insight hub to make information flows more user-friendly.
Ask anyone on any shopping street for the ICI PARIS XL loyalty card and many will be able to show it. ICI PARIS XL, part of A.S. Watson Benelux, has nearly 300 stores across the Netherlands, Belgium and Luxembourg and intends to continue to grow. Part of the growth strategy is an even better, more effective and personal approach to the market, customer and business through proactive analytics and data science. Cmotions was brought in and together they took data-driven work to the next level. The collaboration was crowned with the ICI PARIS XL Innovation award presented during the year-end business review.
Personalized offers during Family & Friends, Black Friday or Mother's Day.
Offering customers exactly that one shade of lipstick or their most favorite scent in an app or email. ICI PARIS XL is not exactly a rookie when it comes to data-driven marketing. They have a lot of experience in this and have been applying it for years. The challenge is to keep applying it well and to make it transparent to the whole organization, so that every department works with the same insights.
Growing pains
In recent years, ICI PARIS XL has made great strides in data-driven working. By making information about the CRM program, campaigns (online and offline) and sales channels accessible and combined, it becomes increasingly easy to communicate with customers in a personalized way. But over time, it becomes increasingly difficult to keep track of what information is available, where it is available and what it can be used for.
Information gap
Employees who are involved from the beginning and have an affinity for data often know their way around just fine. For other (new) employees, it becomes increasingly difficult and time-consuming to find and interpret the right figures. The challenge is to continue developing with the first group, while not losing sight of the second group both literally and figuratively.
In doing so, you can develop much faster when you can save time in understanding and searching for the right information. As a result, you can spend this time interpreting the numbers.
"Our range of dashboards and information sources is very large, but not very accessible or organized." - Caro Jehoul: CRM Analyst Benelux
"The cooperation with Coen van der Snoek (Cmotions) was very pleasant. He brought his experience and expertise into our organization in a fine way and was an active and reliable partner in the search for solutions and improvements."
Caro Jehoul, CRM Analyst at ICI PARIS XL
Mission: an accessible supply of information.
To make information more accessible, Cmotions created an Insights hub (in SharePoint) with ICI PARIS XL.
All information is gathered here and made applicable through:
A logical navigation based on background and demand
The operations manager finds in three clicks at which stores the number of newly created member cards is behind target.
Highlighting reports with a particular theme throughout the year
Consider "promoting" the Black Friday campaign evaluation reporting in preparation for the new campaign.
Training and instructional videos for the use and application of reports
The ability to easily ask questions about the information in the hub.
"Thanks to the Insights Hub, colleagues now know how to quickly find their way to the information they need" - Marieke Pothof: CRM Manager Benelux
ICI PARIS XL Innovation award.
For the development of the Insights hub, Caro Jehoul won the ICI PARIS XL Innovation award. This award is presented annually to the ICI PARIS XL employee with the most innovative idea.