How La Biosthétique is transforming e-commerce with data-driven marketing

B2B under control – B2C still has a lot of potential

La Biosthétique Paris is internationally renowned for high-quality cosmetic products and works exclusively with owner-managed hairdressing and beauty salons. Over-the-counter sales are flourishing – but the B2C online store in 13 countries has fallen short of expectations.

The challenge:

• Hardly any internal resources for e-commerce analysis
• No networked data landscape (many silos)
• High proportion of guest orders suspected
• Only limited customer insights – no segmented approach
• No business intelligence or automated processes

The goal was clear: more sales in the online store, targeted new customer acquisition and activated existing customers.

The solution: Data Value Management with udo

With the support of the Schober Information Group, La Biosthétique decided to use the udo data value management platform.
The path to data-driven e-commerce excellence was paved in four consecutive steps:

Specifically: Data Value Management in four stages for La Biosthétique:

#1 Data cleansing & integration

• Consolidation of fragmented data sources (CRM, ERP, e-mail system)
• Duplicate matching, address correction, plausibility checks
• Basis for clean customer scoring

Advantage: The cleansed data is later used as a learning data set for AI-based lead prediction

#2 Data enrichment

• Expansion to include external consumer characteristics, interests, purchasing power, etc.
• Link to Schober database: over 70 million consumer profiles
• Differentiation between occasional vs. regular customers (who are the guest shoppers?)

Advantage: The broader the database, the better the AI

#3 Segmentation & Customer Insights

• Development of four behavior-based customer segments such as:
  • Segment 1 – The Occasional Explorer (rare customers)
  • Segment 2 – The Loyal Enthusiast (committed, regular customers)
  • Segment 3 – The Lapsed Loyalists (reactivatable ex-buyers)
  • Segment 4 – The Devoted Connoisseur (loyal frequent buyer)
• Use of AI & machine learning for purchase probability analysis

Advantage: Better understanding optimizes the approach

#4 Campaign automation & personalization

• Automated, segmented e-mail routes
• Reminder campaigns: e.g. “Is your shampoo empty?”
• Cross-selling, seasonal topics & next-best-product recommendations
• Reduction of guest purchases through new checkout & account focus

The results: Clearly measurable – and convincing

La Biosthétique was already able to make significant progress in the first year after the start of the project:

• Significant increase in sales in the B2C online store
• +9.88 % higher basket value
• Reduction of guest purchases through optimized checkout
• Establishment of company-wide B2C controlling
• Roll-out to France & Italy – other countries to follow

The journey continues: self-learning systems & continuous progress

With udo, La Biosthétique has not only implemented a technical solution, but also anchored a new data-driven mindset in marketing. The algorithms used are continuously improving – through real customer reactions, intelligent segment shifts and dynamic campaign adaptation.

Conclusion

With the Schober Information Group as a partner, La Biosthétique was able to sustainably drive its transformation in the B2C business – with clear results and a scalable infrastructure for future growth.

“With udo, we not only got to know our customers better – we now understand them better.
Thanks to data-based marketing, we communicate more individually, more relevantly and more efficiently.
This allows us to create real proximity, address needs more specifically and offer tailor-made solutions.
The result: significantly stronger customer loyalty and noticeably more sales.”

– Edwin Teiber, Head of E-Commerce, La Biosthétique Paris

Curious about how your company can benefit from udo?

Talk to us. We will show you how Data Value Management can boost your sales with automated processes.