CLIENT SUCCESS STORY
Supporting CRM and D2C strongest growth ambitions
Our work for Hennessy
Trigger
- Groupe Hennessy is a leading brand of the spirits industry, a Major NBA sponsor in the US, and it has developed outstanding brand equity over the years.
- Hennessy wants to reduce its distributor dependency and further develop its ability to boost revenue from CRM and set the ground for higher D2C share.
- How to accelerate Hennessy CRM strategy through best of market data collection, qualification, and activation experiences?
Action
ANALYZE
Articulating data acquisition from media with CRM performance in mind. Increasing customer understanding through additional data capture: behavior, preferences, and transactions.
Where to improve current journeys to maintain brand experience leadership?
Articulating data acquisition from media with CRM performance in mind. Increasing customer understanding through additional data capture: behavior, preferences, and transactions.
Where to improve current journeys to maintain brand experience leadership?
IMPROVE
Upgrading data acquisition capabilities both online and offline: website, distribution network, Cognac maison, social media, campaigns…
Developing new data collection mechanics in line with edge brand experience.
Sharing and reapplying: standardizing best performing templates and industrializing market adaptations for better time to market.
Upgrading data acquisition capabilities both online and offline: website, distribution network, Cognac maison, social media, campaigns…
Developing new data collection mechanics in line with edge brand experience.
Sharing and reapplying: standardizing best performing templates and industrializing market adaptations for better time to market.
ROLL OUT TEST PLANS AND ACTIVATIONS
Developing and rolling out A/B testing plan.
Accelerating on number and variety of communications sent.
Developing and rolling out A/B testing plan.
Accelerating on number and variety of communications sent.
Deliverable
- Media acquisition optimization plan by country (CPL vs CRM performance analysis).
Impact
4
key priorities identified for efficient media & CRM articulation.
15
buy in and active participation from over 15 countries to the program.
+100
%
traffic generation from CRM over one year.
