Etat Pur

Customer surveys and dynamic personalized content helped the skincare website boost repeat sales and gain a loyal customer base

Company

Etat Pur

Industry

Retail

Website etatpur.com

Location

France

The Customer

Launched in 2011 by Jean-Noël Thorel, the founder of Bioderma, Etat Pur is a French skincare brand that sells top-quality personalized beauty products at radically affordable prices. The brand seeks to “disrupt” the crowded market for high-end skin care products by adopting a business model that prioritizes product development and focuses on online sales – the company operates online only.

 

Maelle Ricard

"Easy and intuitive dragging & dropping….Our communications are now fueled by smart data, which serves the brand and consumers who receive what they need/want/like."

Maelle Ricard
Cross-channel Marketing and International Relationship Manager

 

The Challenge

While Etat Pur isn’t saddled with the expenses associated with running a physical establishment, it does face the challenge of providing the high levels of service traditionally associated with brick-and-mortar stores. Etat Pur wanted to engage its customers throughout their buying journey, and keep them coming back for more. With personalization, continuous customer feedback loops, and discount offers based on what people like, the brand not only drives repeat purchases, it also builds brand loyalty and client advocacy.

With the help of FullSIX Data and Selligent, Etat Pur built a fully automated CRM program to onboard new customers, collect feedback from their past purchases, and make highly personalized suggestions based on a four-dimensional profile that included a customer’s skin type, environment, lifestyle, and preferences.

 

Keys to Success:

  • Radical personalization in product development driven by adherence to “me-commerce” principals
  • Implementation of dynamic content personalized by customer preferences
  • Selligent A/B testing tools to identify catchier subject lines and the content that drives higher open rates and click-through
  • Detailed segmentation with Selligent ConsumerIntelligence tools to set the right cadence of email communications at each step of the customer journey

Results:

As a young brand with a laser focus on personalization, Etat Pur used a precise targeting strategy to reach audiences that are most likely to convert, and to suggest products that are most likely to be of interest.

Selligent enabled Etat Pur to combine personalization with detailed customer behavior segmentation to reach buyers with the right message at the perfect cadence; this led to a significant and immediate impact on sales. Thanks to the wide spectrum of targeting options and dynamic content personalization from Selligent, the program delivered the following results in the first month of its implementation:

  • +5% in revenue
  • +45% open rate (up from 20%)

By taking customer feedback and combining it with behavior and purchase data, Etat Pur is building 1-to-1 relationships with its clients, driving repeat purchases and client advocacy

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