L’Oréal has handed Rapp’s data division the job of implementing a multi-platform CRM solution for a number its divisions as it seeks to build a more personalised marketing strategy.
The agency, which picked up the business following a three-way pitch, will bring together all online and offline data for a wide portfolio of brands and support its loyalty club.
The “because you’re worth it” company has previously used agencies on a project basis, although these can often be substational accounts. It has an existing relationship with Rapp-owned Haygarth.
According to the blurb, the loyalty club claims to give members an “access-all-areas pass to the glamorous world of L’Oréal Paris” and provides “backstage access to the latest beauty news, expert advice and member-only offers”.
Noorin Virani, senior CRM manager L’Oréal UK & Ireland, said: “Our increased CRM capability, powered by Rapp, will allow us to recognise and deliver the unique conversation each customer wishes to have, increasing brand engagement, maintaining loyalty and contributing positive business results.
“Bringing all our customer data together will allow us to identify and acquire those with the propensity to be customers and grow them within and across our L’Oréal brands.”
Related stories
TMW chief Freeland joins Rapp in new-look team
Perkins exits Rapp as new senior team takes shape
Kitcatt exodus grows as Golik joins Rapp as ECD
Rapp ‘lifer’ Haworth joins Wunderman
