Welcome!

Agile Computing Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Michel Courtoy, ManageEngine IT Matters

News Feed Item

How L'Oreal is Planning to Double its Customer Base to 2 Billion by 2020



Christophe Eymery, Head of Digital, L'Oreal Australia, and a keynote speaker at the marcus evans CMO Summit 2014, on L'Oreal's strategy to reach out to twice its current customer base by 2020.

LONDON, June 5, 2014 - (ACN Newswire) - "To reach our ambition for 2020 and double our customer base to two billion, we are focused on key growing markets to get the volume but the fourth pillar of our strategy is to leverage digital and to increase and deliver better beauty education to customers. We believe that will ultimately drive more and higher frequency of purchase, better engagement and longer loyalty with our brands," explains Christophe Eymery, Head of Digital, L'Oreal Australia.

A keynote speaker at the marcus evans CMO Summit 2014, in the Gold Coast, Australia, 18 - 20 August, Eymery gives an overview of L'Oreal's efforts in the digital marketing space.

- What is L'Oreal's digital agenda? What digital channels is L'Oreal focused on?

In every country, each marketing team is focused on the digital agenda. My role is to ensure we have best practices across the whole business, building integrated marketing activities and leveraging digital channels. The digital function goes across all the touch points, the websites we have for our 27 brands in Australia and New Zealand, the social media and branded content destinations, the mobile apps and in-store digital screens.

- How could marketers link Facebook fans to actual customers?

That is an area of high interest to all marketers. Facebook has done some studies on this, but some of them just compared groups of fans to non-fans. It would be more interesting to link data around our fans to retailer loyalty programmes, to not just measure brand purchase intention but cross check data with actual purchases made. That would help us better understand what our Facebook fans expect and what impacts purchase. The social media sphere is still a bit of an unknown, which marketers can exploit further.

- L'Oreal's marketing approach is focused on providing information, rather than branded content based around entertainment. Will this help L'Oreal reach the 2020 target sooner?

Our 2020 target is driven by the philosophy of offering Beauty for All. That is a grand ambition. It means conducting research and manufacturing products that will meet the different beauty requirements of all consumers around the world. It is our duty to provide the diversity of products needed to achieve that, but also the educational platforms so customers can find the most relevant products for their needs. That is paramount in the 2020 ambition. It is crucial for digital to not just entertain people, which would be nice, but to provide information for people to identify the right product for them.

- How do you engage your target audience? What role does the actual message play?

One side of this is around the content we produce - it cannot be an engaging or informative platform without quality and relevant content. But we also need visibility for that content, which is a constant challenge. We have to reinvent our communication model all the time and leverage new touch points. The diversity of our customer base provides immense opportunities for presenting beauty education in very different ways. We explore new avenues and keep track of new technologies even before they are launched.

- What tools do marketers underutilise?

There is still a strong belief in the TV model in this business, yet when you look at media consumption, TV has almost been taken over by digital channels and internet consumption. The media mix should no longer be heavily dominated by TV. Marketers are missing the opportunities to further leverage new channels.

- What advice do you have for marketers with smaller budgets than what L'Oreal brands may have?

L'Oreal is privileged to have exceptional marketing means, but at the same time, the business is driven by individual marketers. Each brand is managed as a small business, with the mentality that every dollar invested matters.

- Any final words of advice for marketers in Australia?

Be ambitious, bold and daring. Although Australia is a developed country, it is still experiencing high growth. Consumers are tech savvy. Smartphone penetration is high. The country is hungry for innovation.

About the CMO Summit 2014

The Fifth Annual CMO Summit is the premium forum bringing elite buyers and sellers together. It offers chief marketing executives and agencies and consultants an intimate environment for a focused discussion of the key new drivers shaping the marketing agenda. Taking place at the RACV Royal Pines Resort, Gold Coast, Queensland, Australia, 18 - 20 August 2014, the Summit includes presentations on mastering the art of communication, analysing business intelligence, creating synergy between sales and marketing, and pushing the boundaries of social media.

For more information please send an email to [email protected] or visit the event website at www.cmoanzsummit.com/ChristopheEymeryInterview

marcus evans group - marketing/sales sector portal
www.marcusevans.com/reviews/marketing

The Marketing Network - marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

LinkedIn: www.linkedin.com/groups?gid=3379860&trk=hb_side_g
YouTube: www.youtube.com/MarcusEvansMarketing
Twitter: www.twitter.com/meSummitsMkt
SlideShare: www.slideshare.net/MarcusEvansMarketing

Please note that the Summit is a closed business event and the number of participants strictly limited.

About marcus evans Summits

marcus evans Summits are high level business forums for the world's leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com.

- Twitter: www.twitter.com/meSummitsGlobal
- YouTube: www.youtube.com/user/MarcusEvansGroup
- SlideShare: www.slideshare.net/MarcusEvansSummits

Source: marcus evans Summits

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager, marcus evans, Summits Division
Tel: +357 22 849 313
Email: [email protected]




Copyright 2014 ACN Newswire. All rights reserved.

More Stories By ACN Newswire

Copyright 2008 ACN Newswire. All rights reserved. Republication or redistribution of ACN Newswire content is expressly prohibited without the prior written consent of ACN Newswire. ACN Newswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara California. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infras...
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.