To understand its customers better, Nars Cosmetics decided to enhance its CRM strategy by deploying personalized lifestyle quizzes to bolster its consumer data. Previously, Nars preferred a mostly transactional marketing strategy where it pushed products to customers based on browsing habits and purchase history on its global e-commerce websites. However, this strategy provided too little data and Nars couldn't fully understand who its customer was.
In late 2019, Nars decided to shift to a more data-focused strategy by centering on providing engaging experiences. Specifically, the company wanted to be able to understand details about their customers, such as product preferences, skin tones, and lifestyle information. Collaborating with a marketing software company called Jebbit, Nars was able to put out twenty digital experiences that were meant to help them create personalized digital communications. By gamifying customers' interaction with the brand through fun quizzes that provided product recommendations, they felt that they could sway consumers to opt into email and social communications.
Once COVID-19 hit hard globally around March 2020, the company put out a quiz asking questions specific to the pandemic that helped them decide what content and cadence of marketing promotions was appropriate for what their consumers wanted during this time. The results of this quiz led Nars to do a digital series on Instagram where they held workshops about things like how to get ready for Zoom dates. What Nars found from this was that people like to talk about things outside beauty, like music and other activities, during these virtual events, and quizzes about those non-beauty topics had higher engagements rates.
As of September 2020, almost 25% of visitors to Nars' website have interacted with at least one of those twenty Jebbit experiences, providing Nars with answers to 183,000 questions, nearly 380 hours of conversations with consumers, and tens of thousands of data attributes to add to tens of thousands of new and existing customer profiles.
Since Nars launched the first set of experiences with Jebbit, they've been coming up with new experiences about twice per month. While consumers are rightfully wary about privacy and data collection, they still have high expectations for personalization in experiences with brands. For Nars having created something like these quizzes (which are by no means a new concept) for data acquisition, the value lies in being able to scale the experiences for quick creation and deployment across multiple channels (website, social media, email, etc.).
Since Nars launched the first set of experiences with Jebbit, they've been coming up with new experiences about twice per month. While consumers are rightfully wary about privacy and data collection, they still have high expectations for personalization in experiences with brands. For Nars having created something like these quizzes (which are by no means a new concept) for data acquisition, the value lies in being able to scale the experiences for quick creation and deployment across multiple channels (website, social media, email, etc.).
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