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Lancôme uses Datadot Sense to turn user sentiments into profit
ABOUT
Founded in 1935 by visionary pioneer perfumer Armand Petitjean, Lancôme has been driven by a mission of making women feel happier and more beautiful through quality, scientific, and efficacious cosmetics innovation.
Lancôme spreads the vision of French spirit and elegance coupled with major innovations that have made it the foremost luxury beauty brand worldwide. The company is dedicated to empowering women of every age and skin color to embrace their beauty and femininity.
Challenges Before Datadot Sense
Turning Customer Feedback into Business Strategy
There are thousands of reviews on L’Oreal Lancôme Perfume products on the marketplaces and these reviews contain a lot of feedback from the customers about their shopping experience. However, it was impossible for the team to manually read and analyze the user-generated content and make use of it in the overall business strategy.
Difficulty Translating Data into Action
The Lancôme team couldn’t make a seasonal or SKU-based interpretation of the existing user-generated content data. Even if it was analyzed, it was quite difficult for the team to turn data into action.
Tracking Other Sellers' Performance
Apart from Lancôme itself, its products are also sold by several different sellers. It was also important for the team to keep track of the speed, packaging, and delivery experiences offered by other sellers.
After opening the official Lancôme e-shop-in-shop in Trendyol, the team wanted to know the impact of the experience on the shoppers.
Business Goal
Increasing the impact of data in overall business decisions
Monitoring customer experience closely
Category performance tracking
Analyzing the thoughts, experiences, and sentiments of users about our brand and products is always at the center of our growth strategy. When we’re able to empathize with customers through these three concepts, we can produce business results with the right perspective from seasonality to campaigns and even gift/promotion matchings for our product offerings.
We analyzed 2000+ comments through the algorithms of Datadot Sense and changed our resource planning and strategies for this perfume. In addition, we redesigned our discount bundles for the back-to-school period by analyzing more than 10 product groupings with artificial intelligence.
Ufuk Batur
General Manager
Solutions Datadot Sense Provided for Lancôme’s Challenges
Datadot collects all the comments from the marketplaces where the products are sold. All comments go through the tag-based sentiment analysis.
2000+ reviews analyzed, 76% of them are positive. Gorgeous and legendary are the most used keywords among the reviews.The product considered to be a four-season choice has actually a winter sentiment rate of almost 90%+.
It categorizes all comments on the chosen tags such as price, delivery, product, fragrance, and packaging with a period, seller, and date information.
Gift bags were liked the most among the promotional activities. The Lancôme team decided to add more promotional sets to their online selling.
Datadot enabled Lancôme to analyze the seasonal changes, seller-based comparisons, and sentiments around product-related tags such as speed, price, cargo and permanence.
The opening of the official Lancôme e-shop-in-shop store in Trendyol had a positive impact on the share of positive sentiment. The causes behind the product returns were made clear.