Groupe PLG grows sales through email campaign automation with Oracle
Groupe PLG is a French supplier for cleaning and hygiene materials to industrial and healthcare customers, communes, hotels, restaurants, and providers of cleaning services. Its range of over 22,000 products includes cleaning systems and machines, floorcare items, hand-cleansing products, hygiene paper, janitorial products, and chemicals for cleaning surfaces and protective clothing. The company operates 15 warehouses and an online shopping platform and encourages customers to buy from its website.
Groupe PLG drives traffic to its website through marketing campaigns aimed at specific segments of the hygiene market. Until recently, the company did not possess tools to analyze customer preferences and reach customers with relevant content at the right frequency. Groupe PLG opted for a cloud-based marketing automation platform to overcome these challenges.
“Using scenarios and customer lifecycle analyses of Oracle Marketing Cloud, we now target our customers with the most relevant content, at the optimal frequency. The results are encouraging: We’ve seen a surge in email open rates, more website visitors, and a diversification of products acquired by customers.”
Business challenges
- Increase the number of customers ordering professional hygiene and cleaning products available through the company’s website
- Boost sales by influencing customers through email marketing campaigns to increase average order size and frequency of purchasing
- Establish personalized email communications based on an understanding the customer lifecycle and better customer segmentation
- React effectively to variations in customer purchasing patterns
We picked Oracle Marketing Cloud to enjoy the benefits of Software as a Service, cutting CAPEX, save time, and deploy value-added functions step by step. We were also influenced by Oracle’s pole position in a Forrester lead-to-revenue management report. We are very happy with the result.
Results
- Groupe PLG scores excellent email open rates, boosts upsell and cross sell, and increases website traffic with Oracle Marketing.
- Doubled email open rates through individualized targeting based on hygiene market customer segmentation, customer lifecycle analyses, and use of marketing scenarios—generating more effective email campaigns by using Oracle Eloqua Marketing Automation
- Increased traffic to the corporate website by enticing customers to access product descriptions, personalized pricing, inventory, and billing information through more accurately targeted email campaigns, automated according to customer purchasing patterns
- Boosted upsell and cross-sell opportunities and diversified the types of products purchased by customers with increased product depth through targeted email marketing campaigns, increasing average order size and raising revenue per transactional email
- Optimized marketing campaigns by replacing one-off email blasts with automated email campaigns, constructed according to scenarios that correspond to the customer lifecycle, creating personalized communications that reach customers with relevant content at the right time
- Eliminated laborious manual filtering and cross-checking of customer data by continually refreshing Oracle Eloqua Marketing Automation with information from enterprise resource planning (ERP), business intelligence (BI), and—in the near future—customer relationship management (CRM) sources, saving time spent on segmentation and campaign preparation
- Increased revenue week-over-week through judicious targeting of email campaign reminders and promotions to professional hygiene customers based on product line needs, website activity, purchasing frequency, and marketing scenarios converted into targeted communications
- Empowered the 500-strong sales force—field workers and sales reps based at headquarters—by sending account-specific email campaigns to their customer base, inputting email campaign feedback into the CRM system, and creating sharper customer interest and desire to purchase through the delivery of personalized, dynamic content
- Rolled out marketing automation as the spearhead of a group-wide strategy to boost CX through digital transformation, with ever-deeper segmentation and profiling based on customer lifecycle stages, scenario-based campaigns, scoring models, website recommendations, and other tools available in Oracle Marketing
- Instituted traceability through compliance with the European Union’s General Data Protection Regulation whose provisions on security and personal data are integrated into Oracle Marketing—empowering Groupe PLG to create, control, and be accountable for various email campaign subscriber groups
Partners
“Kiss the Bride were invaluable to us since. As a data mining partner, they knew our data very well, use Oracle Eloqua themselves with top clients, and worked with our IT and marketing people to execute the solution. They helped create and orchestrate our first campaigns, getting us up to speed fast,” Olivier Pezzetta said.