Personalized CRM Solution for Global Luxury Brand in Asia Pacific

RETAIL, MANUFACTURING AND PROPERTY

Background

The client is a global luxury group that manages the development of collection of renowned Houses in Fashion, Leather Goods, and Jewelry. By placing creativity at the heart of its strategy, the client enables its Houses to set new limits in terms of their creative expression while crafting tomorrow's Luxury in a sustainable and responsible way. (49,000 employees and near 20 Euro billion revenue)

Challenges

As a luxury conglomerate of global renown, CRM is a crucial part of the client's strategy and business operations. At present, the client's CRM center of excellence is based in France, with a solid track record of creating personalized customer communication journeys. However, as their solution is tailored primarily for western cultures, countries, and markets, they encountered a significantly different communication landscape as they tried to expand in Asia. As a result, the client sought out an experienced partner to support their localization efforts, specifically helping to address unique challenges related to data privacy and consent management to meet the requirements and standards of the Asian Market.

Solutions

LPS provides a comprehensive CRM and data integration solution that seamlessly integrates the client's existing marketing platform with local messaging aggregators across Asia, quickly becoming a cornerstone element of their global expansion efforts.

Our solution approach can be broken down into 4 main stages, spanning preparation, integration, execution, and finally review – with our streamlined delivery process ensuring that clients benefit from Martech best practices at every critical juncture.

During the preparation stage, we review existing marketing campaigns and verify that operations and data are in proper alignment. Next, we begin data integration, setting up systems, branding, and channels, before running rigorous user and interface testing. Once the solution is live, we ensure that the right training and hand-holding measures are in place to help clients get confident and familiar with their new marketing tools. Finally, we take the time to review operational efficiency and campaign metrics, enabling us to adjust for optimal performance.

Value created

Our MarTech and data integration solution has aggregated and harmonized data from diverse touchpoints to enable robust and future-proof digital CRM to support the client's expansion in the Asia Pacific region. Our experience and familiarity with regional data practices has enabled us to ensure that the unique consent and data privacy requirements are met to the highest standard. Furthermore, the strong foundation and scalability of our solution also means that the client can further expand this coverage as needed.

With the support of our solution, the client's localization efforts have seen extremely positive results, successfully delivering over 200 million personalized messages annually across six brands and achieving new records in delivery and engagement rates in the Asia Pacific region. The personalization more caters to the unique preferences of its discrete clientele. The engagement experience is designed to be exclusive, offering a sense of prestige and VIP treatment. It is also immersive, allowing customers to fully appreciate the brand's heritage, craftmanship and attention to detail.

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