Like a real groundswell, the retail sector has recently undergone a profound change. Faced with consumers who are increasingly connected, increasingly unfaithful and increasingly demanding in terms of customer experience, the challenge is considerable. Brands must find the perfect omnichannel mix to maintain a strong bond of engagement with their buyers long after their visit (whether physical or virtual). They must also find the right ideas to generate new interactions, promoting both drive-to-store, conversion and loyalty . While of course ensuring that the physical store's territory of excellence is increased tenfold, by infusing it with the touch of personalization offered by digital technologies.
For over 5 years now, Lulli sur la Toile, a network of multi-brand brands positioned in the high-end and experiential sectors, has been using SPREAD to develop, animate and engage its customer community. We had the pleasure of speaking with Coline Raynaud, Marketing and Digital Director of Lulli sur la Toile. She reveals the secrets of one of the greatest successes of independent retail in recent years.
A success story as we like them
The adventure began 20 years ago in the first boutique located on Place Lulli in Marseille. Since then, the brand has opened around ten points of sale and a guest house, Casa Lulli.
The founder was able to transpose this success onto the web, allowing her to expand her customer community throughout France and to build up a database of more than 300,000 people , thanks in particular to SPREAD tools.
In this interview, Coline reveals how Lulli uses SPREAD to acquire new prospects, personalize its customer relationship and create traffic on all its channels.
And thereby, to differentiate yourself from the competition!
Growing your community through omnichannel
All Lulli stores are located in the South website development service of France. The brand's challenge was therefore first to gain a national audience, particularly through the web. This is how Lulli gradually implemented a CRM strategy in order to capture new prospects.
SPREAD allows us to execute our CRM strategy easily thanks to its different modules, all centralized within a single platform, namely: collecting prospect data, qualifying them, animating them and retaining them. Whether on the website or in store.
Yes, the challenge necessarily involves capturing and reporting as much data as possible within a single database. To do this, Lulli collects its data through various online campaigns that it runs with SPREAD, for example competitions that are always very successful with the community. At the same time, the brand uses Magento as an e-commerce platform: the data is then also automatically injected into the SPREAD CRM . Just like that of the points of sale, where salespeople also collect prospect data .
It is around this fundamental harvest that the brand's omnichannel marketing strategy will begin to be built .
Animation to recruit and qualify new prospects
In each of its marketing campaigns , Lulli implements this strong desire to involve both its digital community and its pool of boutique customers :
It is a wish that the stores and the web are truly unified. All communication, all promotional offers work on both channels.
A state of mind that allows the two communities to constantly unite. Take for example the Valentine's Day campaign organized this year. The prize to be won is a perfect illustration: " A Lulli voucher worth €600 and an expert fashion advice: in store or by phone, it's up to you! "
The results of this operation were very good: more than 3,000 Lulli fans took part in this game, which also generated a large number of additional sales on the e-commerce site.