MBA project on the opening of a new Clarins store in Marseille. The focus of this Powerpoint is the CRM and the event related to the opening of the new store.

2. I. Clarins Strategy
II. Client Recruitment Strategy
III. The event
IV. Contact plan after event
V. Contact plan on a long term basis
CRMStrategy

3. I. CLARINS STRATEGY
BRAND OBJECTIVES
 Target our current client
 Make customers dive into the
Clarins history, concept and
innovations
 Give our customers a universal
beauty answer to their concerns
at anytime of their life
 Invite customers to come in-store
and discover their ideal beauty
routine
BUSINESS OBJECTIVES
 Grow our business
 Get market share
 Recruit new clients
 Reinforce Clarins position in
Marseille
 Drive customers to get a full
client experience in a standalone
boutique
Whyopeninganewstore?

4. We will use our main Clarins database and send an email to all our clients who live in
the South of France.
Target: everyone who have already purchased a Clarins product.
1. The « Multi Active » profile clients: 25 to 35 years old
2. The « Super Restorative » profile clients: 45 and + years old
3. The « Fit » clients: the one who have purchased or are interested in any body
shaping cream.
4. The « Clarins Men » profile: all men from 30 years old.
5. The « Makeup » clients profile: everyone
Use of our actual Clarins Database:
II.ClientRecruitment
Howarewegoingtogetaclientdatabase?
Whowewanttotarget?

5. II.ClientRecruitment
Howarewegoingtogetaclientdatabase?
Whowewanttotarget?
Collaboration with MasterCard:
 We want to collaborate with this bank in order to get their VIP Clients database.
 Their clients are very interested by discount, so they will get -15% off on Skincare
for a purchase of minimum $60.
Objectives:
Increase our turnover as those clients will purchase more than an average client.
Target:
Clients with high-income 40 and + years old

6. II.CLIENT RECRUITMENT
Howarewegoingtogetaclientdatabase?
Whowewanttotarget?
 We will collaborate with MylittleMarseille in order to get new clients, and to
communicate on our opening.
 The offer for those clients would be:
« For the 20 first purchase at the opening = a tote bag My Little X Clarins offered. »
Objectives:
Get new and more data once purchase.
Increase our sales.
Target:
Millenials
Collaboration with « My Little Marseille »

7. II.CLIENT RECRUITMENT
 We will also collaborate with MyElefant which offer an SMS service. They will use their
own database to communicate on our store opening.
 Example of a typical SMS:
D-1 Be Ready for the Clarins store opening. Enjoy a Skincare consultation or several other
animation. More infos here: www…...fr (This link will go to our planning for the opening)
Objectives:
Get people involve by text
Create communication by SMS
Target:
Customers who have already purchased any cosmetic/skincare brand and have been
interested in an offer myelefant sent once.
Collaboration with « MyElefant »
Howarewegoingtogetaclientdatabase?
Whowewanttotarget?

8. A. EMAILING STRATEGY
Email a
week before
the opening
Email one
day before
the opening
Email on the
day
Reward –
Thank you
email
« CHECK THIS OUT »
To announce the store
opening.
« ARE YOU READY? »
A call to action strategy:
 Invitation to receive
samples in POS
 Invitation to enjoy a
skincare service
« THANK YOU »
Reward clients after their
coming to the opening
How andWhendo wecommunicateontheevent?

9. B. DIRECT EMAIL STRATEGY
 Send by post a personalized invitation for the opening to our VIP Clients (the
customers who purchased frequently) and to our Journalists and Influencers

10. III. BOUTIQUE OPENINGPLANNING
BOUTIQUE
PR+EPR
PRESENTATION
CLIENT EXPERIENCE
BOUTIQUE/DATA
CATCHING
STREET
MARKETING/ST
REET GIFTING
ADV INTO HOTEL
 FROM HERE
INVITATION
 FOR BEST SPA
CLIENTS/LONG
TERM PROJECT
DATA
ACQUISITION
FROM
PARTNERSHIPS
EMAILING
/TEASING
POST
FACEBOOK/EVENT
CREATION/TEASING
WELCOMING
EMAILING/THANK YOU
FOR NEW CLIENTS
WELCOMING
EMAILING/THANK YOU
FOR NEW CLIENTS
ACTIVATIONS
(MD,FD,XMAS,BIRTHDAY,etc.)

11. PR & EPR PROGRAM
BOUTIQUE OPENING
PRESS AND INFLUENCERS
WELCOMING INTO THE HOTEL
INTERCONTINENTAL
+ SPA EXPERIENCE
+TESTING CLARINS PRODUCT
DAY -2 DAY -1
BOUTIQUE PRESS AND
INFLUENCERS EVENT
+ GIFTING
THANK YOU NOTE +
PERSONALIZED GIFTING
WHEN?
PERIODIC GIFTING
PR & EPR AMBASSADORS PROGRAM

12. DAY – 2: The guests
Magazines:
Bloggers/ Influencers
Sananas
Beauty Blogger and youtuber
Youtube: 1,5M
Instagram: 1,3M
Safia Vendome
Beauty Blogger and youtuber
Youtube: 390K
Instagram: 740K
Goldie Blondie
Lifestyle and mum blogger
Instagram: 12,2K
Valentin Lucas
Digital influencer
Instagram: 243K

13. A Lifestyle E-influencer with premium image
 1 Million followers
 Target: 15 to 35 years old
 Very active on Instagram, Snapchat and YouTube
Instagram as strategic platform to drive brand image and awareness first on
Make Up and Skincare (1 post before, during and after the opening) +
announcement on insta story and SnapChat + Blog of E-influencers (1 article per
quarter)
 The offer for this would be: For the 50 first persons arriving at the boutique will
have a gift pack of 4 full products size (Makeup and Skincare).
EVENTTHEOPENING
Why her?
What are her main goals for this?
Sananaswillbepresent instorefrom9.30amto 11am.

14. PR& EPR Boutiqueexperience
WELCOMING
APERO
PRODUCT
PRESENTATION
TESTING
PRODUCT
PERSONALIZED
GIFTING
 SCENARIO WITH SHAREBLE CONTENTS: GIANT PRODUCTS, FOODING, ETC.
OBJECTIVE:
ENGAGEMENT: CREATE A RELATION WITH PRESS AND INFLUENCERS
AWARENESS THANKS TO SHAREBALE CONTENTS FROM INFLUENCERS
CREDIBILITY OF THE BRAND THANKS TO LONG LEAD

15. Customer Journey-Event
ENGAGE ME INVOLVE ME KEEP ME
Focus on eyes: Show your eyes
Our claim:
« Say goodbye to your first lines »
Photobooth accessories to invite
customers to go to store where a
competition is on.
CRM Action: Tell the customer that they
can receive their photobooth printed by
direct mail (ask them their contact
details)
1.Skincare Consultation
Help the customer to identify her
specific eye concerns: dark cycles,
undereye puffiness, early wrinkles…
Tips: Clarins exclusive application
method for the eye zone
2. Make up consultation
Tips: Introduce make-up products
adapted to the colour of your eyes.
3. Lipstick Selfie Contest:
Invite the customer to make a selfie
with their favourite colour of lipstick. A
contest will be played on instagram and
customers can win a complete lipstick
coffret.
CRM Action: Instagram post and get
more Followers + Contact details via the
link to participate to the contest.
Reward
If purchase:
Customer will receive an elegant
glasses pouch including a cross-axis
routine.
In case of no purchase:
Sampling of makeup or skincare
product according to the customer
concern.
CRM Action: Ask their details when
they buy something.

16. CLIENT EXPERIENCE BOUTIQUE
REPOST
PROGRAM
GIFTINGSERVICE
DATA
CATCHING
DATA CATCHING: the sales assistants will propose to people entering in the boutique to participate to
a game. In order to participate, the people have to put their email. Thanks to the few questions made
from the test/game, the test will give a personalized gift.
GIFTING: made thanks to the game + the people that came with some friend
SERVICE: free personalized service + free testing products + gift of samples
How dowe collect dataon
the day?

17.  Thank you email following the purchase.
The email will contain:
• Presentation of the brand/values
• The best sellers by personnalizing it using criteria of the client or using the purchase data
• For the VIP Clients: add a link where the client can enter her birthday date in order to send her a gift
box.
 Another email the week after this one offering a free delivery or a discount on a beauty consultation
in store
IV. CONTACT PLAN AFTER EVENT
Welcome Pack

18. V. CONTACT PLAN –LONG TERM BASIS
On a long term basis we would like to automatize our emails depending on different purchases.
The clients bought a Skincare product
 Send another product in relation
with the one the client bought
 Send tips on how to apply the
product
 Send tips on a morning/night
routine
The clients bought a makeup product
 Cross selling strategy – if the
client bought a lipstick, make her
discover the makeup remover
 Send a day and night makeup
look

19. For everyone VIP Clients
 Send a non targeted email with
several products
Send newsletter on Clarins brand,
what is the latest news to know about
it
Send emails on tips in general
 Send invitation for:
 A free beauty consultation in
store
 Discover the Spa
 Discover a new range
 Night event
V. CONTACT PLAN –LONG TERM BASIS

20. VIP Clients
 Reactivation email with an offer to
encourage them to return to the
boutique or on the site (free delivery or
free samples or a discount)
 Send a full book on Clarins brand and
values
Send some products to try via mails
 Welcome pack
Birthday gift
VIP Gift
Clients who haven’t purchase anything
for 4 months
To resume:
We want an all year long activation on different launch
Push lifestyle content
Entertain and upsell existing clients
V. CONTACT PLAN –LONG TERM BASIS