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Dior adopts Neolane to reinforce marketing campaign
Nov '10
Conversational marketing technology provider Neolane, Inc. announced it has been selected by beauty and retailer Dior to drive more effective, targeted cross-channel campaigns. With Neolane's marketing automation software, Dior is now able to score, segment and calculate the lifetime value of each customer and use this information to better tailor marketing programs.

In the U.S., the company's marketing organization faced three major challenges: engaging in targeted cross-sell and up-sell strategies with shoppers who are not repeat customers;improving communications with its best, most loyal customers; and increasing overall brand awareness.

Dior uses Neolane's conversational marketing technology to store all of its U.S. customer data generated from every touch-point – including catalog, email and in-store. Dior then deploys advanced analytics to segment customers into several categories.

“The ability to transform our valuable customer information into targeted, personalized, more effective customer relationship management campaigns has improved exponentially with Neolane,” said Lisa Hawkins, senior vice president of marketing, Dior.“From a corporate perspective, we can now slice and dice customer information any way we want for sales and marketing purposes.Dior now has a better view into its customers' preferences and shopping habits, and we can educate them about our products appropriately.”

Benefitting from Neolane's single data mart integrated with a list hygiene provider, analytics and marketing automation capabilities, Dior has an improved view into its customers' preferences and shopping habits. This enables the company to personalize communications and educate customers about products appropriately through email marketing, direct mail and other channels. This more targeted approach enables each boutique's sales team to further engage with customers through a personalized follow-up phone call or email. As a result, for the 2009 Fall/Winter catalog, Dior achieved a double digit increase in response versus the previous season's mailer.

Additionally, Neolane has enabled Dior to track several important customer statistics including: 12-month average shopping cart value, number of products per transaction, items purchased, price paid and highest priced item purchased. The company then creates sophisticated reports on marketing effectiveness across all of its channels and tracks POS data back to each campaign. This enables Dior to make decisions about its level of marketing investments in specific channels.

“Having a single platform on which all marketing programs are based can go a long way toward helping companies enhance customer relationships and take advantage of cross-sell and up-sell opportunities,” said Stephan Dietrich, president, Neolane, Inc. “Working closely with Dior has led to tremendous advantages for its marketing team by enabling them to better capture customer data and use it in more targeted cross-channel conversations with customers.”

Dior plans to expand its use of the Neolane platform to further drive successful analytics-based customer relationship marketing activities, which include automated event-triggered marketing campaigns and the flexibility to execute ad-hoc campaigns around events, trunk shows and luncheons.


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