CASE STUDY – YVES ROCHER
Omnichannel: How Combining Email and SMS Boosted Yves Rocher’s B2B and B2C Communication
This pioneering brand in Botanical Cosmetics connected the commercial and marketing departments, intensifying communication with the sales network and potential customers through E-goi’s tools.
About the company
The company was born from a love story between Mr. Yves Rocher and the Nature of Brittany, its coasts, marshes, forests, and fields. Pioneers in Botanical Cosmetics, they reveal the power of plants for everyone’s well-being, in an approach that respects nature and its biodiversity. For over 60 years, they have been botanists, farmers, manufacturers, and distributors of care, colors, and fragrances, to make the best of nature accessible to all.
The challenge
The company has two main communication segments – Business to Business (B2B) and Business to Consumer (B2C) – through which it promotes its products and conveys relevant information clearly and coherently, with regular sendings to the sales network and to potential customers and subscribers.
With the different target audiences, the Yves Rocher team needed a solution that would allow them to segment their communication and adapt it to the motivations and preferences of each segment. They were also seeking a platform that would meet the company’s needs and facilitate the evaluation of digital KPIs.
The solution
Since 2015, Yves Rocher has partnered with E-goi to execute its marketing and commercial strategies. Consistent monitoring across the channels used over the years has boosted audience engagement and interest and has allowed the brand to register:
Increase in open rates, compared between 2015 and 2023
Omnichannel Communication
Combining Email and SMS
Associating these two channels is a strategy to improve open rates, interaction, and conversion. The latest market research reveals that the combination of Email and SMS in communication with the customer can increase return on investment (ROI) by 15%.
Email Marketing
As this format has more space to develop content, it’s possible to take advantage of the opportunity to send promotions or discount vouchers.
SMS Marketing
SMS have an average open rate of 98%. They exponentially increase the chances of the customer remembering the brand, with more instantaneous communication.
Tailored projects
Solution for Contact Lists
Dealing with a large number of contacts, between sales network consultants, customers, and subscribers, Yves Rocher received support from the E-goi’s custom solutions team, responsible for developing projects that meet the specific needs of companies.
The project granted the botanical cosmetics brand greater autonomy, which managed to optimize time, in addition to identifying and qualifying contacts more easily within a vast database.
Segmentation and Personalization
Effective Communication
In a scenario of target audiences with different preferences and motivations, it was necessary to create and personalize segments to ensure that the correct communication was sent according to each person’s interest. Catalogs and offers were also exclusive to each audience, which reinforced the need to customize their respective communication.
The E-goi platform easily allows you to identify which contacts should receive exclusive communications and offers, in a dynamic and automatic segmentation that relieves operational burden on teams, allowing them to focus on the brand’s strategic planning.
With the intuitive editor and ready-to-use templates, it’s possible to include elements such as images, videos, countdowns, and send professional and personalized emails to the defined segments in just a few minutes.
Dedicated Account Manager
Close and Personalized Support
All E-goi customers, with personalized plans, have the right to a dedicated account manager. The professional, specializing in digital marketing, offers close support in maximizing the platform and its functionalities, with strategic support, to ensure they get the most value from the solution and achieve the best results.
“With E-goi, we have a platform for managing our channels, easy to use and that allows us to evaluate digital KPIs, to boost our communications with a view to increasing conversion.“
Vera Alheiro – Activation & Commercial Communication Manager at Yves Rocher
Results Achieved
- Actions centralized in a single platform;
- Personalization of B2B and B2C communication;
- 64% increase in open rates;
- Optimized view of digital KPIs;
- Closer contact with different audiences;
- Close support with a dedicated E-goi specialist.
