Konica Minolta's Markomi platform helped L'Oréal automate marketing and boost sales

2020: Using the Markomi platform

L'Oréal, an international cosmetics company, significantly increased sales by conducting marketing campaigns using Konica Minolta's Markomi platform. Sales conversion was 96% for employees, families and friends, 85% for business partners. This became known in July 2021.

The sale of L'Oréal Friends and Family Sale, for which the marketing automation platform was used, was so successful that it became part of the company's multi-channel communication.

L'Oréal planned the launch of the campaign in the summer of 2020. During it, users had to receive personal codes. Then they could distribute them to twenty other people - friends, relatives - lovers of L'Oréal products. Business consumers were also an important target audience.

The campaign had to be made open to potential customers: it was required to include elements of a two-stage subscription and provide users with the opportunity to download vouchers.

The Markomi platform helps businesses develop and manage cross-media marketing campaigns. You can segment, plan, and track your multimedia marketing campaigns. The latter can include not only printed, but also online tools: emails, landing pages or social networks.

Markomi features quick customization and ease of use. It is also easily implemented - the integration process in L'Oréal took only a week. As a result, the platform harmoniously supplemented the more complex solutions that already worked in the company. Without the platform, the launch of a marketing campaign could take more than one month.

Its success led L'Oréal to decide to hold a similar sale, but in winter - shortly before Christmas 2020. It was possible to attract many customers thanks to registration during the first campaign. Markomi was also used to send reminders, distribute news to VIP customers, send delivery information, conduct a customer satisfaction survey. Working with VIP customers and limited offers have led to an increase in sales conversion.

We have achieved amazing results. One of them is thousands of customers. The campaign sales conversion rate, which was conducted among employees, families and friends, amounted to 96%, and aimed at business consumers - 85%. Markomi allowed the flash sale of individual products in a specially created online store. We had little time to prepare, so we needed a fast and efficient system to easily distribute access codes. This is exactly what Markomi turned out to be, "said Frank Burkhardt, head of marketing, L'Oréal Suisse SA.