Scaling Success:
How Estée Lauder Transformed CRM Operations Across 10+ Brands
The Challenge
Estée Lauder Companies faced the formidable task of managing a multi-brand, multi-channel CRM communication platform that spanned both online and offline channels. With a diverse and complex product catalog, high transaction volumes, and the need to coordinate communications across multiple brands, the challenge was immense. Additionally, the program needed to seamlessly operate across three countries—Greece, Romania, and Bulgaria—while maintaining brand consistency and delivering personalized customer experiences.
The Solution
To tackle these challenges, we utilized the Mercury Cloud Platform, a powerful and flexible solution that allowed for seamless integration across all platforms, including e-shops and in-store tablets. This ensured that both online and offline interactions were captured and leveraged effectively.
Our implementation of the Mercury Cloud Platform enabled us to coordinate micro and mega campaigns across Estée Lauder’s 10+ brands in the three countries. The primary communication channels used were email and SMS, through which we delivered personalized and timely messaging at scale.
Key to the success of the program was the implementation of a wide range of marketing automations, including:
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Abandoned Cart Campaigns: Re-engaging customers who left items in their shopping carts.
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Loyalty Points Reminders: Encouraging customers to use their accrued loyalty points.
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Automated Surveys Post-Purchase: Gathering feedback after a customer's first purchase to enhance the customer experience.
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Cross-Selling Campaigns: Promoting complementary products to increase average order value.
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Customer Nurturing Campaigns: Building stronger relationships through ongoing engagement.
The Results
The impact of our tailored CRM solution was profound. Estée Lauder Companies saw a 17% average increase in sales across all brands, a testament to the effectiveness of the CRM operations powered by Mercury. The program facilitated 13 million interactions per year, across emails, SMS, and Viber messages, highlighting the scale and reach of the campaigns.
The Mercury Cloud Platform not only managed the complexity of Estée Lauder’s operations but also delivered measurable results, proving that a well-executed, data-driven approach can drive significant business growth.
