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Customer-centric Strategy for Chanel
- 1. Skincare Developing a customer-centric strategy SimonLalloz, Guillaume Baroin, Maya Makarem, Line Ayoub, Paloma Aguera, Marie Castanier
- 6. 1. A needfor ‘Clean Beauty”
- 7. HiMirror: Analyse theskin, tracks progress and recommends products Neutrogena: Sensor-based skin-scanning device w/ accompanying app to measure skin 2. A need for Smart Skincare
- 8. Volition: Co-creation ofbeauty products through community crowdsourcing and votes Brand communities have helped 67% of businesses extract valuable insights for new products Sephora ‘Beauty Talk’: Beauty fan platform to engage with products and the community. Customers as brand ambassadors 3. The need to belong to a community
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- 12. Customer-centric KPIs Share ofvoice on social media (tags, mentions…) →earned media Sentiment analysis (know if millennials are positive about the product line) Retention Rate: tells customer satisfaction Customer Engagement Value: Combination of CLV, Knowledge, Influence and referral values Net Promoter Score: Satisfaction of customer experience
- 17. The Research Plan Proposal Method:Declarative Research (In-depth interview) and Projective insights (image association) Sample: Millennials (aged 26), females, regular skincare users attracted by luxury skincare products Objective: understand how our persona use and perceive luxury skincare products
- 18. Declarative Research 1. Beforepurchase - Describe your skincare routine - What is good and what bothers you/could be improved in this routine? - Why do you buy skincare products? (benefits sought e.g. improve skin, status..) - Would you buy luxury skincare products and why? (do you think the price/value ratio is fair?) - Would you consider buying pharmaceutical products to solve your needs and why? - How do you choose the skincare products you want to use? (influencers, website, WoM, loyalty, online reviews...) - What are the important criteria to take into consideration before buying/choosing a brand (quality, price, brand, smell, environment friendly, ingredients…)? - Are any products missing in the millennials market? 2. Purchase experience - Describe your last purchase experience (where purchased it, impulsive vs planned, advice…) - What are the good and bad things about your purchasing experience? - what would prevent you from buying the product? (packaging, price, selling point, lack of trust to luxury brands…) 3. Post Purchase - What did you feel during your skincare ritual? - what could be improved about the purchase experience
- 29. FEEDBACK Post-purchase Experience STIMULI Changing Life Cycle DISCOVERY- RESEARCH Information Seeking SELECTION Decision Making PURCHASE Making the transition USAGE Experiencing the product and the brand
- 30. Feel more matureand confident Become a woman ONLINE Influencers like Aretha Fuste, Maria Pombo, Bloggers like Marta Carriedo on “It Girl” Web Magazine (Vogue, Glamour) OFFLINE WoM from mother and colleagues, Magazines POSITIVE Optimistic Envious Dreaming Glamorous NEGATIVE none Gateway to the new you Self actualization & Reward STIMULI – Changing life cycle “I deserve to upgrade to a luxury brand” FEEDBACK STIMULI DISCOVERY SELECTION PURCHASE USAGE Goals Touchpoints Value Proposition Emotions
- 31. Attention grabbed and curiositytriggered To be informed ONLINE Advertising, Sponsored posts on SM Blogger reviews (Vogue celebrity tutorials) Website OFFLINE WoM form family, friends, Role models Outdoor displays POSITIVE Curious Surprised NEGATIVE Overwhelmed Confused Bombarded Simplifying the research process Reduce efforts & save time DISCOVERY & RESEARCH – Information Seeking “I want to find a brand that fits my new personality” FEEDBACK STIMULI DISCOVERY SELECTION PURCHASE USAGE Goals Touchpoints Value Proposition Emotions
- 32. To be assuredthat the choice is reliable and fits my needs Make sure I’m getting my money’s worth ONLINE Reliable reviews on websites and SM platforms E-commerce Webpages to check price and accessibility OFFLINE Sales Representative for demonstration and reassurance NEUTRAL Critical NEGATIVE Worried of making a poor choice Reassurance, avoid hassle Aesthetics, Sensory appeals SELECTION– Decision Making “I have found the product that represent my new self” FEEDBACK STIMULI SELECTION PURCHASE USAGE Goals Touchpoints Emotions Value Proposition DISCOVERY
- 33. Experience the serviceSelf-satisfaction and social image of purchasing luxury ONLINE E-commerce of Chanel and other retailers ( Sephora…) OFFLINE Retailers and department stores (Sephora, El Corte Ingles) POSITIVE Excited Socially accepted Self-fulfilment NEGATIVE Worried (money’s worth?) Provide Access, Simplify the process Reduce efforts PURCHASE – Making the transition “I want to become a luxury brand consumer” FEEDBACK STIMULI PURCHASE USAGE Goals Touchpoints Emotions Value Proposition DISCOVERY SELECTION
- 34. Feel a personalupgrade through luxury Enjoy luxury quality ONLINE Instagram stories OFFLINE Word of Mouth POSITIVE Experimental Fresh & Nourished Different Excited NEGATIVE None Affiliation / belonging & Reward Therapeutic Value USAGE – Experiencing the Brand “I want to feel more luxurious and mature” FEEDBACK STIMULI PURCHASE USAGE Goals Touchpoints Emotions Value Proposition DISCOVERY SELECTION
- 35. Share my experience, productand upgrade Self-actualisation ONLINE Instagram, reviews websites, Chanel SM platforms, Websites/Forums/Blogs, YouTube tutorials to spread the word OFFLINE Word of Mouth POSITIVE Satisfied Successful Achieved Mature NEGATIVE Cheated Unfulfilled Trust Loyalty programs & incentive to return FEEDBACK – Post-purchase Experience “I want to share my experience with others” FEEDBACK STIMULI PURCHASE USAGE Goals Touchpoints Emotions Value Proposition DISCOVERY SELECTION Belonging to a community
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