Success Story

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

The culture of beauty meets the culture of data.
udo von Schober has once again written a success story. This time, our platform has transformed e-commerce at La Biosthétique Paris.

Continue reading below …

Or HERE directly to the whitepaper as PDF.

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.

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udo automates marketing processes

Efficient customer loyalty and increased sales at alltours

The tour operator alltours has commissioned us to further develop our data-based marketing platform udo in order to structure and consolidate existing customer data and enable automated targeted marketing campaigns.

The aim: to strengthen existing customer relationships and increase cross-selling sales.

What did we do? Read on …

Based on these requirements, Schober’s data governance and customer data platform, udo , was adapted to the specific needs of alltours. After just a short time, alltours received a customized solution to automatically send emails with various marketing and sales targets. An AI-based target group selection ensures precise campaigns that are tailored to the respective customer behavior.

Customer goals and the solution: efficient use of data and a targeted approach

Among other things, alltours wanted to gain better insights into general booking behavior in terms of travel frequency and travel type in order to be able to tailor better offers to its customers. In addition, inactive customers were to be reactivated and the use of the alltours app increased.

The solution consisted of the individual adaptation of udo in the areas of data consolidation with underlying database, data cleansing and refinement as well as general data maintenance. With the data universe integrated in udo, which comprises 58 million consumer data with numerous characteristics, the alltours data can be enriched with valuable additional information in a targeted manner. This not only enables immediate and comprehensive insights into the company’s own customers and prospective customers, but also precise customer segmentation. In addition, the platform provides valuable insights into topics such as travel duration, booking times and changes in booking habits due to the coronavirus pandemic.

The added value for alltours: Sustainable business success through modern marketing processes

The introduction of udo brings numerous advantages for alltours:

More bookings and sales: Thanks to targeted e-mail campaigns tailored to customer needs, the number of bookings and sales have already increased.
Customer retention and new customer acquisition: Personalized approaches help to strengthen existing customers and successfully win back inactive customers.
Modern marketing database: As a data-based platform, udo enables fully automated campaign management and rapid adjustments in real time.
AI-supported target group selection: The machine learning algorithms anchored in udo can draw on a more relevant database thanks to the integrated Schober data universe. More precise segmentation allows campaigns to be designed even more effectively.
Efficient cross-selling: campaigns automated in udo enable cross-selling offers such as travel insurance, which act as an additional sales driver.

“Thanks to the cooperation with the Schober Information Group, alltours was able to noticeably optimize its customer management and set up a flexible, automated solution that sustainably increases sales and customer satisfaction,” says Dr. Georg Welbers, Managing Director of Marketing and Sales at alltours. Martin Brahm, Managing Director of the Schober Information Group, adds: “We are very pleased about the successful cooperation with alltours and still see a lot of potential for the further development and optimization of the marketing processes.”

With this partnership, Schober and alltours are demonstrating how data-based solutions can sustainably increase the efficiency and effectiveness of modern marketing strategies.

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How SMEs can work with udo …

… CRM, sales and marketing digitized.

Get to know udo – the next generation customer data platform from Schober – in a short video and find out what makes udo so unique.

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DISTRIBUTION DIGITAL

WATER SPECIALIST BEVO RELIES ON UDO

Digitized sales shorten and accelerate path to the customer
universal data orchestration (udo) reduces effort by up to 90 percent
bevo expects 2,000 qualified leads

Stuttgart, February 02, 2021 – Schober Information Group Deutschland GmbH is implementing the sales digitization of technical wholesaler bevo GmbH with udo (universal data orchestration). The specialist for water technology wants to grow strongly in the digital business and has introduced udo for this purpose. Since June, the project team has implemented numerous applications on udo that relieve the burden on salespeople: new leads, better lead nurturing, more conversion. In addition, sales automation frees up significant resources for more intensive customer support.

“…the way to the customer faster and shorter”.

Sales in technical wholesale have changed significantly in two respects: “On the one hand, product sales have been replaced by solution sales. Secondly, our customers are communicating more online. Therefore, bevo has decided to grow digitally. With Schober, we are making the path to the customer faster and shorter,” says Frank Bieletzki, Managing Director of bevo Vertriebs GmbH. The company sells water technology for use in gardens, agriculture, building and environmental technology or even in plant construction. This makes new customer acquisition enormously time-consuming, because bevo targets customers in very different niche markets – garden and landscape contractors, pool builders, farmers and industrial architects. The solution: Sales and marketing automation with udo, the Customer Data Platform “PLUS” from Schober.

Sales and marketing automation: cross- and upselling

Acquiring new contacts for sales more easily and shortening the path from the first contact to the sale – with these goals, bevo opts for Schober after a three-month test. With udo, the technical foundation for automating sales and marketing has been laid. Nine applications are currently projected, five are already in use, and others are being planned. In this way, udo specifically identifies opportunities for cross-selling and upselling. Analytics and AI identify revenue-driving product combinations from order data and purchase history. If you buy PE pipes, for example, you also need glue. If he doesn’t buy it right away, udo sends a trigger email with offers. For more complex options, the contact goes to a sales consultant.

New customers, but 90 percent less effort

Another udo application optimizes the acquisition of new customers – for example in the niche market of automated garden watering. Before udo (and Covid-19), bevo held nationwide roadshows with training sessions on this. Today, udo automatically identifies market potential and new customers. An additional advantage: leads can be tapped directly via features from the online world before they are invited to webinars and trained. Only then do salespeople make personal contact and advise on finding solutions until the sale is closed. Managing Director Bieletzki makes a clear calculation: “We used to need around 100 working days for the roadshow; with udo we generate the same number of customers in ten working days. That’s 90 percent less effort.”

More applications from udo

bevo continues to automate its marketing and sales activities with other applications based on udo. In addition to web analytics, cross-channel tracking and next-best-action trigger campaigns, there are high expectations for a lead scoring project. Assessing actual sales opportunities ensures clear prioritization of sales activities and higher productivity, says Frank Bieletzki.

“With udo, we are significantly increasing our digital sales. We expect to generate up to 2,000 additional leads per year. The path to the customer is shorter and faster, which is a convincing result from the cooperation with Schober,” says Frank Bieletzki, Managing Director of bevo Vertriebs GmbH.

“bevo has set new standards in data-driven sales. In doing so, udo offers the B2B water specialist the right technological basis to digitize even the particularly high requirements in a very specialized market environment,” says Martin Brahm, Managing Director of Schober Information Group Deutschland GmbH.

DCA

bevo received the Digital Champion Award from DIGITAL X (an initiative of Deutsche Telekom and WirtschaftsWoche) for its innovative move to introduce digital processes and use them profitably. The reason: “By digitizing its sales and marketing processes and automating lead scoring, i.e. determining the willingness of potential customers to buy, bevo has significantly improved its processes. The time gained can be used to support existing customers.”

Image source: bevo

Whether in the garden or in agriculture, in building and environmental technology or in plant construction, bevo is the professional partner for projects in water technology. As part of the European MegaGroup, bevo benefits from a broad product portfolio, a modern logistics infrastructure and over 75 years of experience in water technology. With over 20,000 products, the range offers the right solution for all water technology needs. A dedicated service team is available to advise on the selection of suitable components and their installation. For more information, please visit: www.bevo.com

Contact

You would like to know more? We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

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

B2B under control – B2C still has a lot of potential

The solution: Data Value Management with udo

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

The results: Clearly measurable – and convincing

The journey continues: self-learning systems & continuous progress

Conclusion

You would like to know more? We are looking forward to your inquiry.

Subscribe to our newsletter.

Efficient customer loyalty and increased sales at alltours

Customer goals and the solution: efficient use of data and a targeted approach

The added value for alltours: Sustainable business success through modern marketing processes

You would like to know more? We are looking forward to your inquiry.

Subscribe to our newsletter.

… CRM, sales and marketing digitized.

udo = universal data orchestration: Request a demo now.

Subscribe to our newsletter.

WATER SPECIALIST BEVO RELIES ON UDO

“…the way to the customer faster and shorter”.

Sales and marketing automation: cross- and upselling

New customers, but 90 percent less effort

More applications from udo

You would like to know more? We are looking forward to your inquiry.

Subscribe to our newsletter.

udo = universal data orchestration:
Request a demo now.