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L’OREAL PARIS: E-COUPONING PLATFORM

BRAND ACTIVATION

THE FEATURES

Advice Group organizes together with L’Oréal a Digital Couponing program in the Ipersoap and Beauty Star chains.

280 POINTS OF SALE INVOLVED

280 POINTS OF SALE INVOLVED

DIGITAL COUPONING

DIGITAL COUPONING

DRIVE-TO-STORE

DRIVE-TO-STORE

The Challenge

Drive traffic towards the points of sale involved and encourage the combined purchase of two test products in support of sell-out on the independent channel.

The solution

April 2013

Through web channels such as Youtube, Facebook and Google, the consumer lands on a page dedicated to L’Oréal Coupon, where it is possible to register for a nominal digital coupon. The geo-localization system included in the website allows the user to choose the closest point of sale to redeem the coupon, printed or displayed on the smartphone.

The real added value of the promotion action is that the unique code on the coupon is immediately redeemed at the checkout counter, thus preventing fraudulent behavior by consumers, as well as making the traditional posting procedure unnecessary, thus reducing to zero waiting times for final customers and logistic costs for the Brand.

The Results/KPI

This program is the first case of triangulation on a single platform between the mobile and web digital couponing system and integration with the check-out system of independent chains.

Results: 3500 coupon issues, redemption activity 5% compared with 1% of benchmark in the marketplace.

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