Our brand is alive! Understand. Build. Measure. Deploy

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2 Our brand is alive! Understand Measure Build Deploy 2

3 Stronger Branding Understand our brand environment Put the customer first Understand Customers expectations Define strong promise Define the Brand Positionning The Idea + The People + The Promise = The Solution 3

4 Stronger Branding Build the Brand Manifesto Brand Image Tone of voice Focus on Brand Strengths Define how we behave Be able to adapt the Brand message to each customer Relevant Message to the right customer with the right channel 4

5 Stronger Branding Deploy the Brand Match Brand values with Brand Experience Having someone accountable for the Branding consistency through all touch points. Measure Define the way to track the brand image on regularly basis, using Branding image survey, NPS, brand tracker 5

6 Product and service differentiation Health & beauty expertise Content by suppliers and own created Health expert panel Beauty Code Consistent CXM across all Touchpoints we are everwhere, 24 hours availability for shopping and advice ROPA as an USP: stores & ecommerce Subscriptions Segmentation: Optimize media mix based on customer profile & matching offer 6

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8 3. Network expansion How can we use our customer data to support network expansion Can digital tools and channels give it night into new and future customers Should your ecommerce grow wider than your existing market Stronger analytics tools to analyse their trends, habits on any devices, any websites or applications they are New applications dedicated to customers (innovations, trendy, interactive i.e. Make it genius; Beauty code ) to gather data ecommerce should grow wider (allow international delivery; market places; ) 8

9 4. Digital presence Define your strategy to integrate digital across marketing and customer comms How to promote digital across you channel and involve store ops & colleagues to execute Understand your customer segments and their digital consumption Work with Suppliers to enhance our digital assets Social media expansion (bloggers; vloggers) 360 and omnichannel focus: access to web anywhere in store (tablets, applications) Extra informations in store through QR codes/barcodes driving to content/reveiws/tips CRM, digital, and social media data integrated into one place for a better understanding of the customers needs and targetting/personalisation Use suppliers best practices (applications; videos; trends ) Promoting the importance of digitalisation within teams and have incentives/objectives to get their support (supply; IT; Customers services )

10 5. Mobile How will your communication strategy change instore and online? What are the key channels you'll use to do this? Do you have the right resources and knowledge to be able to do this? Are there different KPIs you need to measure? What is your strategy for mobile apps? What content will you deliver to the customer via mobile? Do you have enough content? Application is also key to reach customer anywhere on his customer journey (push messages; ibeacon; loyalty program; personalised informations) Customized application for different segments; needs, interest (youngs; mums ) => Lifestyle application [Nike app for example] Content strategy on app based on purchase =>i.e. push smokey eye tutorials for mascara purchase Push new products and targetting

11 6. ecommerce Do you have a clear commercial strategy for ecommerce? What is your approach to range and category management? Which are the key traffic channels for you and do you have a clear forecast and strategy to drive this? How do the KPIs differ from offline? Is your supply chain set up to increase OSA and deliver to customers? How will you improve the overall customer service and experience? => ANYWHERE / ANYTIME / ANYONE Sold out / Check stock // Closed stores => push online Make it simple and seamless for the customer => opening an account in store creates you an online account

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13 7. Build marketing and loyalty How to continue to drive Member Acquisition Dedicated program (GWP, points, discount) for new card creation Contest exposed through large media Ambassadorship for Operational team / Member get Member for customer E-media budget Tactics for increasing active rate and ATV Dedicated offers focus on each customer budget Bonus point Following activation rate by month and by RFM and reallocate CRM budget if necessary Dedicated offer focus on item / basket What are the routes for compelling and relevant CRM communications Story telling different regarding each customer category consumption Adapt the tone of voice to the customer profile and their step in their journey Only send promotion to the customer who need it to come & purchase Create innovative CXM and Customer Journeys Innovation : Beauty Code Dedicated movie on how to use a purchased product A content program month by month relevant with the calendar to give advice and to highlight novelties

14 7. Build marketing and loyalty Use the data to deliver personalised campaigns Deepen segmentation and targeting Continue to develop and create excitement of you CRM programme Novelties : new advantage and well communicate on it Ambassador programme : aspirational Dedicated place in store / screen to show the new advantage of the programme and change frequently

15 8. Customer analytics Understanding the customer to deliver commercial actions Following RFM Movement to know where to focus on Survey to understand the customer behaviour (accident) and or score to detect churn or potential How to drive consumption of analytics across the business Sharing / review of the main objectives of each team Define /Share/track the same KPIs and dashboards

16 9. Big data capabilities What other data can we use to enhance our insight and analytics? How can online and offline data be used to drive mulitchannel shoppers How does all this link together? CRM>>Digital>>Mobile>>Apps>>In store Integrate all e-commerce and social media datas Enrich your database with personal datas / way of living / other brands consumed Use mobile & ibeacon to catch more personal datas on each client Reward the enrichment of each customer profile

17 10. Customer service Define the role in Customer Service as part of the overall customer strategy How can customer service be an extension to/add value to the brand strategy? What channels does customer service operate in now, and were can it innovate? How can our digital platforms help with customer self-service? What role does customer service play in pre-sell? Always offer a solution to the customer [1 st time fix] Integrate the customer the way we do our business (Understand the customer s issue) Customer penal survey Share with all teams to react/find solutions Bring the customer voice to the Board Think different ways/trends to answer customers (snapchat)

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19 Store Concept How can you support the development of store concept? Customer traffic mapping Learning from customers data and directing Customer surveys Let customers tell us what they like and what they miss Improve the feeling when enter and leave the store Improvement of navigation Highlight category section (health) Consistent brand experience online and offline with a tailored experience based on channels => tone of voice 19

20 Store Concept What are the new touch points your need to consider to drive more product and brand engagement Easy digital accessibility of production information Place in QR code and estore reminder How will new store concepts cater for a different generation of customers Put digital means into the store when adding value Gen-Z already have their own digital devices Easy accessibility of advice & content When people like it, they will share Self check-out / vending machine Click and Collect 20

21 Digital & experiential marketing INNOVATION IS KEY => WE NEED TO TRY, TEST & LEARN! Different rules needed for innovation and start-ups What are the key traffic channels to your business Mass media, Digital (Search engine, , organic) How will you try and attract new customers through these channels Personalization, relevancy, design What type of digital content do you need to enhance the experience Product information, rating and reviews, how-to, security & safety How will you drive and measure more multichannel customers Seamless experience, research online & purchase offline, measure through loyalty card, put URL in every single communication How will you use experiential marketing to drive more customer engagement Sampling, event activities, how to movies, competitions, in-store advise (Ex: Beauty code) How can suppliers help you with this? Rich content, share information on how to improve conversion, share effectiveness on digital media. 21

22 CSR IN LINE WITH YOUR PURPOSE AND MANIFESTO How can our CSR get customers involved Donate points for charity Recycling (points; discounts ) Involvment of customer s panel How do we communicate our achievements Display it in corporate website What are the key activities your planning HR (diversity policy, quality of work, environement), product, environment, charity How can we engage out teams to be part of it Give staff day off when participate in charity activities Inform staff through internal communication means Make it part of daily operations 22