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AS Watson reports success with predictive modelling marketing

Superdrug parent company AS Watson has said that new personalised digital marketing tactics are helping its brands boost sales as they launch into new territories.

The group announced this week that its ICI Paris XL fragrance retail chain used predictive modelling to launch social media-led beauty brand Jeffree Star Cosmetics into the Netherlands and Belgium, at the end of last year.

Belgium-based ICI Paris XL created a digital campaign to target the customers whose data and insight profile indicated they would be most receptive to the new brand, ultimately focusing on those under 35.

It used predictive modelling to identify and communicate with its members who had a high tendency to shop new makeup brands and trends, and these people received customised emails announcing the launch. Some 300,000 customers were contacted, with AS Watson saying this led to an open rate of 25%

Detailing additional figures, the group noted that 40% then visited the brand’s page on the ICI PARIS XL website. Exact sales figures were not revealed, but Jeffree Star described the process as “an efficient distribution platform” for the brand.

AS Watson also said that it helped L’Oreal significantly grow sales of its Maybelline brand in Thailand thanks to a year-long partnership and data-led email campaign in 2018.

The group has said in the past that it dates the start of its digital transformation journey back to 2011 when it introduced its first dedicated customer strategy. At the time, investment was focused on CRM, eCommerce and mobile experience.

More recently, the group established its eLab in-house digital agency, focusing on supporting all operating businesses to develop eCommerce and digital marketing – and these latest examples of brand success in Europe and Thailand appear to be a direct result of this investment.

Malina Ngai, AS Watson Group chief operating officer, commented: “Due to our extensive global knowledge of the beauty industry and CRM data, we are able to help niche brands like Jeffree Star and major brands including Maybelline launch products onto the market.

“Using our integrated online and offline model, this allows us to create these types of brand partnerships to specifically target and engage the right customers.”

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